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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 • • • • • • 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 1120 19TH STREET, NW | SUITE 600 WASHINGTON, DC 20036 PSI.ORG | 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
