Transcript CONDOM SOCIAL MARKETING BATTLING AIDS IN BRAZIL

Ashley Kerekanich
James Dockery
Alex Linnenkohl
“No developing
country has had more
success in tackling
AIDS than Brazil”
-The Economist
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According to the World
Bank 1.2 million people
were estimated to be
living with HIV in
Brazil by 2000
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The actual figure was
half that estimate of
600,000
By the end of 2007,
730,000 people were
living with HIV
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Social Marketing for a better world
Since 1989, the nonprofit organization has been
promoting family planning and HIV/AIDS
prevention through social marketing in the
developing world.
DKT operates in 14 countries and last year sold
over a half-billion condoms, almost 60 million
cycles of oral contraceptives, over 11 million threemonth injectables, and over 600,000 IUDs.
Every year DKT's innovative programs are saving
more lives and improving the health of more
families in Latin America, Africa, and Asia.
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BRAZIL: Started by DKT in 1991: Managed by
DKT do Brazil
Product Sales in 2008
Condoms: 91,610,551
 Female Condoms: 303,656
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Percent Change from 2007: 1%
DKT International spends 98% of its operating
budget on programs.
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Since DKT do Brazil
began marketing lowpriced, high-quality
condoms for
HIV/AIDS prevention,
total condom sales
have more than
tripled in Brazil,
which once had one of
the lowest national
condom use rates in
the world.
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Condom Social
marketing is helping to
protect people around
the world protect
themselves against
HIV/AIDS
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Through the use of
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Targeting
Commercial
distribution channels
Privet-sector marketing
Various advertising
techniques to sell
condoms at subsidized
prices
Full Time consumer
marketing
Promotions and special
campaigns
Agency: Escala Communication and Marketing,
Brazil.
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AIDS prevention
programs in Brazil have
proven to be effective
do you believe the U.S.
could do a better job at
promoting condom use?
Do you think that social
marketing efforts like
the previous slide are
effective?