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Social Marketing Lubricant in Developing Countries
IRMA Webinar, August 29, 2011
Beth SkorochodHIV Communications Technical AdvisorPopulation Services International (PSI)
Social • marketing(so shel • mar kit ing) n. 1.The application of marketing concepts and techniques to influence behavior among a target audi-ence in order to benefit themselves and society.
PSI field offices with lubricant programs include:
AngolaBelizeCambodiaChinaCosta RicaDominican RepublicEl SalvadorGuatemalaHondurasIndia
LaosMexicoMyanmarNicaraguaNigeriaPanamaPapua New GuineaRomaniaTogoThailand
Reasons PSI Markets Lubricant
• To increase use of condoms• To reduce likelihood of breakage• Unavailability of lube to many
populations• Cost barriers• Reported high use of oil-based
lubricants among key populations• Potential for anti-HIV properties• Potential to establish market for
microbicides
Challenges to Marketing Lube
• Lubricant often implies ‘loose’ sexual behavior
• Preference for ‘dry’ sex in some cultures
• High cost of lube; need for subsidy
• Requires specific and applied formative research
• Measuring impact
More Challenges to Marketing Lube
• Absence of international standards for lube
• As suppliers create new products with novel features (such as tingling, warming, flavors), struggle to know if ingredients can be substituted for new ones
• Need for increased evidence on safety and effectiveness
Successes in Lube Marketing
• Provide instruction: how much, where, when
• Provide free samples• Bundle with male and/or
female condoms• Targeted sales to key
populations (MSM, SWs)• Identify willingness to pay• Demand creation campaigns• Audience insight
Key Messages to Market Lube• Always use with a condom• PLEASURE• Improves condom durability; less breakage• Important difference with oil-based lubricants• Lubricants improve ALL condoms• Lube isn’t a luxury; it’s essential for
condom use (like PB&J)• Risks of dry sex
1 1 2 0 1 9 T H S T R E E T , N W | S U I T E 6 0 0
W A S H I N G T O N , D C 2 0 0 3 6
P S I . O R G | T W I T T E R : @ P S I H E A LT H Y L I V E S | B L O G : P S I H E A LT H Y L I V E S . C O M
Thank you
PSI