Social Marketing Lubricant in Developing Countries IRMA Webinar, August 29, 2011 Beth Skorochod HIV Communications Technical Advisor Population Services International (PSI)
Feb 11, 2016
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
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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