The 131st Annual Meeting (November 15-19, 2003) of APHA

Abstract #66495

Francoise C. Armand, MBA, Commercial Market Strategies, 1001 G Street, N.W., Suite 400W, Washington, DC 20001-4545, (202) 220-2185, farmand@cmsproject.com

A household survey conducted in 2002 by the Commercial Market Strategies in Uganda indicates that a majority of young people aged 15 to 19 practice sexual abstinence, many of them in order to avoid HIV/AIDS. Other recent studies suggest that both abstinence and partner reduction may have played a critical role in descending HIV prevalence rates in Uganda. These findings have important implications for social marketing programs in Uganda and other sub-Saharan African countries. Because condom distribution and promotion has been at the core of these programs for years, limited emphasis has been put on activities designed to encourage abstinence and partner reduction. Social marketing organizations are uniquely positioned to develop a range of outreach activities (such as peer education and Behavior Change Communication (BCC) campaigns) that can incorporate various prevention strategies, including but not limited to condom use. Yet, these organizations are often considered mere distribution and marketing agents for health products. Social marketing programs have proven effective at increasing access to affordable condoms and reducing the stigma associated with they use, but they can and should do more. The recent research findings provide justification for a broader use of social marketing in developing countries. One that makes better use of segmentation and targeting techniques and addresses the full spectrum of behavior change strategies.

Learning Objectives:

• At the conclusion of the session, the participant (learner) in this session will be able to:
• 1.Cite and describe recent behavioral research highlighting the importance of abstinence as an HIV prevention strategy among Ugandan adolescents.
• 2.Describe the challenges and opportunities presented by these findings for social marketing programs traditionally focused on condom promotion
• 3.Discuss the potential contribution of social marketing in the development of targeted behavior change programs that incorporate abstinence and partner reduction in addition to condom use.

Keywords: Social Marketing, Adolescent Health

Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: Commercial market Strategies Population Services International Marie Stopes International
I have a significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.
Relationship: Employment

Handout (.PPT format, 2007.0 kb)