Transcript Document

Social Marketing Lubricant in
Developing Countries
IRMA Webinar, August 29, 2011
Beth Skorochod
HIV Communications Technical Advisor
Population 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 audience in order to benefit themselves and
society.
PSI field offices with lubricant programs
include:
Angola
Belize
Cambodia
China
Costa Rica
Dominican Republic
El Salvador
Guatemala
Honduras
India
Laos
Mexico
Myanmar
Nicaragua
Nigeria
Panama
Papua New
Guinea
Romania
Togo
Thailand
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
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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
Thank you
PSI
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