Olson D, Chaganti S, Phiri D; International Conference on AIDS.
Int Conf AIDS. 1994 Aug 7-12; 10: 283 (abstract no. PC0508).
PSI/Zambia, Lusaka.
OBJECTIVE: To evaluate the programmatic impact of the Zambia Condom Social Marketing (CSM) Project through assessment of marketing efforts to date and to develop new strategies to increase usage of MAXIMUM condoms. METHOD: A survey was conducted of a stratified random sample of 1,056 respondents chosen from three high-risk groups--adolescent males, adolescent females, and adult males--which constitute the primary target markets for MAXIMUM condoms. Data on issues related to AIDS awareness, condom purchase and usage, sexual behavior and media exposure were obtained. RESULTS: The Zambia CSM Project was launched in December 1992. MAXIMUM has quickly become the most popular and ubiquitous condom brand in Zambia in the nine months since its launch. Unaided brand recall for MAXIMUM at around 50% is significantly higher than for the next most popular brand. The introduction of MAXIMUM has coincided with overall increase in condom use, with about 50% of the sexually active adolescents reporting first using a condom in the period following the launch of MAXIMUM. DISCUSSION AND CONCLUSIONS: The constant availability, high quality, and low price of MAXIMUM condoms have resulted in impressive sales (4.6 million condoms) in the first year of operation. The condom usage survey demonstrates the need to 1) address the extensive misconceptions about AIDS that continue to persist; 2) develop effective communication campaigns to encourage increased condom use and purchase among low-use groups; and 3) open more non-pharmaceutical condom retail outlets.
Publication Types:
Keywords:
- Acquired Immunodeficiency Syndrome
- Adolescent
- Adult
- Awareness
- Behavior
- Condoms
- Data Collection
- Evaluation Studies
- Female
- Humans
- Male
- Research
- Safe Sex
- Sexual Behavior
- Social Marketing
- Zambia
- organization & administration
Other ID:
UI: 102210634
From Meeting Abstracts