Bridging the Gap: Conference Record [Abstract book, International Conference on AIDS (12th: 1998: Geneva, Switzerland)]

676 Abstracts 33433-33438

12th World AIDS Conference

33433 Strategies for change: Condom social marketing for
HIV/AIDS prevention in Myanmar (Burma)
Steven W. Honeyman1, Aong Tin2, Maong Win Tin2, Kyi Than Sao2. 136 Golden
Hill Ave. Bahan Yangon; 2Population Services International Yangon, Myanmar
Issue: Condom social marketing for HIV/AIDS prevention in a very conservative, and until recently, closed society without access to mass media requires
innovative, flexible and appropriate communication measures.
Project: Traditionally, Myanmar (Burma) society has been reserved, conservative and restrictive on communicating issues of reproductive health including
HIV/AIDS prevention. Despite the first AIDS case being diagnosed more than 10
years ago, the national response to the pandemic has been restrained resulting in
a situation where WHO estimates that as many as 500,000 individuals may now be
HIV+ in the country. Recognizing a more aggressive approach was needed, Population Services International, in cooperation with UN agencies and the Ministry of
Health's National AIDS Program, launched innovative condom social marketing
activities in 1996. With limited access to mass media (television, radio and print), a
society closed to outside influence for 26 years and a culture based on deep-rooted
and conservative values meant that innovative community-based communications
strategies would need to be developed to reach at risk target populations.
Results: Over one million APHAW brand condoms (meaning "trusted companion" in Myanmar language) were social marketed using community-based
communications and distribution techniques.
Lessons Learned: Cultural, religious, societal and economic considerations
can become part of community-based approaches for behavior change in conservative societies. Condom social marketing programs using community-based
communications and distribution strategies, though more time-consuming and
resource intensive, are an effective means of increasing condom use within this
context.
33434 Promoting HIV counseling and testing to adolescents:
contributions of social marketing
Donna Futterman, S. Jean-Louis, N.D. Hoffman, B. Chabon. Adolescent AIDS
Prog Montefiore Med Ctr 111 East 210th Street Bronx NY 10467, USA
Background: While it is estimated that 1 in 4 HIV+ adults in the US acquired HIV
by age 21, relatively few of them have been tested or linked to care while still
adolescents.
Methods: A social marketing campaign was designed, test-marketed and
launched to promote HIV counseling and testing (C&T) to youth in New York City.
The multi-media campaign promotes C&T by using youth-oriented phrases for
having sex: Knockin Boots? or Hittin the Skins? If you are and you're between
the ages of 13-21, you need to be tested for HIV. HIV. Live with it. Get tested.
The campaign phone line provides referrals to 6 adolescent care sites throughout NYC. Phase 1 (April 1997) involved community distribution of materials and
dissemination via the media. The primary referral site utilized a more intensive,
youth-driven community outreach strategy. Phase 2 (April 1998) will focus on
promoting a citywide adolescent counseling and testing week.
Results: Process: 200,000 print materials were distributed (to NGOs and
schools, via community postings and at youth events), posters were placed in bus
shelters and radio/video commercials aired on local radio, television and at movie
theaters. Outcomes: 1500 phone calls were received in the first 9 months and the
number of calls per week increased following outreach activities and HIV-related
news events. During the first 9 months, 46/172 (27%) C&T visits at the primary
referral site were generated by the campaign compared to 33/483 (7%) (chi sq:
p < 0.001) at the other 5 sites.
Conclusion: Social marketing of HIV counseling and testing (C&T) can be
successful in bringing in youth for C&T. Community distribution is an important
component, as demonstrated by increased rates of campaign-generated visits at
the referral site with extensive, youth-involved community outreach. Innovations
based on ongoing evaluation are crucial to success and offers guidance for
duplication in other cities to promote services to youth in order to identify and link
HIV+ youth to care.
S33435 Social marketing principles applied to the recruitment of
research participants: The University of Puerto Rico
experience
Nelida Torres-Burgos1, Irma Serrano-Garcia2, Miozotis Galarza2, Maria del
Rosario Henandez2. 161st BA2 Hill Mansions San Juan; 2University of Puerto
Rico San Juan, Puerto Rico
Issue: Recruitment and Retention of research participants represents a major
challenge for HIV/AIDS prevention projects. Social Marketing strategies may be
helpful in paving the way toward successful experiences. Examining the principles
applied in a case sudy can bring out some of the strengths of this approach.
Project: VOCES is a research project geared to evaluating an empowering
gender specific HIV/AIDS prevention model among heterosexual women. The
project is testing its model with female students of the University of Puerto Rico in

San Juan. Recruitment of research participants was a "pitfall" reported at the XI
AIDS International Conference in Vancouver. As a direct result of the knowledge
shared at that Conference, VOCES developed a Recruitment Plan based on Social Marketing principles. The plan included among other activities: a) consulting
with a public communications specialist, b) designing a Project Logo, c) selecting
a campaign slogan, d) designing promotional materials, e) radio spots, and f)
consulting with representatives of our audience (college students).

Results: We launched a massive three-day-recruitment campaign at the University's main campus. Our goal was to screen 2,000 female students. At the
end of the campaign we had screened 1,083 potential candidates of which 567
fit the selection criteria. In addition to the data required for the recruitment of
participants, we were able to collect data on the effectiveness and impact of the
campaign.
Lesson Learned: Translating traditional research concepts to social marketing
concepts (e. g. screening process to Product, barriers for participation to Price)
helped us close the gap between our research needs and our target population (audience). Keeping our thinking "consumer centered" offered the framework
needed to reach our goal. Other Social Marketing principles proved to be effective
and practical.
33436 AIDS awareness program - The rural approach
J. Srinivasan. TTK-LIG Ltd., 6, Cathedral road, Chennai, India
Issue: Creating awareness about AIDS amongst the vulnerable, illiterate, rural
populace requires an innovative approach.
Project: Given the dynamics of rural India, a three pronged program package
was developed and implemented for the rural populace of Kamarajar District in
Tamil Nadu, India. This included 1. Mass contact programs in villages, 2. Participation in major village Fairs, and 3. Counselling for the shy ones at a private
place.
An entertainment based interactive communication package consisting of Folk
songs, Plays, etc., interwoven with AIDS messages was executed by a team of
four young counsellors equipped with the necessary audio equipment in community centres in all villages of the project area. Help of Opinion leaders (Village
chiefs) was enlisted to ensure participation of villagers. An AIDS centre was
also set up at Virudhunagar (A town in Kamarajar District) for private day to day
counselling.
Results: All accessible villages (540) have been completed by the target date
(Dec '97). The program was well received and appreciated by the villagers. We
have letters from Village chiefs applauding both the program format and the effort.
Lessons Learned: It is possible to overcome social dogmas if the communication is in context and effective.
Social interventions influence awareness levels the most. Concern levels increase with close to home experiences.
33437 The Brazilian condom market: Positive effects of social
marketing on pricing
Marcio Clemente, S. Martins, J. Nakamura. DKT De Brasil, Avenida Brigadeiro
Faria Lima, 60 Andar Sao Paulo, SP, Brazil
Issue: Social Marketing versus Commercial Marketing in the Brazilian context -
Does social marketing crowd out commercial marketing?
Project: A key difference between commercial and social marketing is price.
In social marketing, the objective is to make the product available to even the
lowest income group. Studies by various organizations point out that the price for
a couple year's protection (CYP) equivalent to 100 condoms should not exceed
1% of that country's per capita gross national product (GNP). In Brazil, social
marketers are selling the condom at a consumer price of between $0.25 to $0.35
versus commercial brand prices of between $0.70 to $1.00 per condom. Countries
following this pricing rule, both in industrialized and developing regions, usually
have the highest per capita usage of condoms.
Results: In Brazil, the social marketing effort has begun to reach the lowerincome segment of the population, Since the advent of social marketing in 1991,
the total condom market has grown from 50 million units to 225 million units per
annum. Average condom prices which were around $0.85 per condom in 1991
are now down to around $0.60, a decrease of 30%. The social marketing brand
Prudence, which caters to lower income groups is now the third largest brand in
the market, while the commercial brands continue to sell at increasing volumes,
giving the growth of the market. In essence, everyone has "won" and the people
heretofore underserved now have access to affordable condoms.
33438 Condoms: Condone or condemn?
Salud Zaldivar. Research Institute for Tropical Med. (RITM), Alabang Muntinlupa
City, Philippines
Issue: In time for the opening of the 4th International Congress on AIDS in
Asia and the Pacific in October 1997, the Catholic Bishops Conference of the
Philippines' spokesman, Msgr. P. Quitorio III was quoted in national newspapers
as having said, "The church rejects and finds no valid reason to take up the issue
on condom use for moral reasons." Consequently, this study was launched to
determine how AIDS education, specifically 'safer sex' guidelines, is integrated
with religious beliefs.
Project: The 'dilemma situation' was utilized as a teaching strategy to supplement the self-administered pre-post test questionnaires in gauging the knowledge,

attitude and behavior (KAB) of participants in an AIDS Education Intervention
Program. One of the situations posted was the use of condoms among married
couples with a spouse highly suspected with or confirmed with HIV infection.
Faced with the choice between "Agree or Disagree,' participants were asked to
justify their stand to further substantiate their HIV/AIDS related KAB.
Results: There were 78 participants surveyed with a mean age of 34.6 + 11.9
years, all Catholics, 41 (52.6%) single, 23 (29.5%) married, and generally have