173344 Normalizing Attitudes and Growing the Condom Market in India: The Bindaas Bol Category Marketing Campaign

Monday, October 27, 2008: 12:30 PM

Anand Verdhan Sinha, MBA , Private Sector Partnerships - One, Abt Associates, New Delhi, India
Moni Sagar , Office of Populaiton Health and Nutrition, USAID India, New Delhi, India
Caroline Quijada, MPH , PSP-One, Abt Associates, Bethesda, MD
Despite efforts by marketers and health programs, condoms sales in urban India declined by about 6%/year since 2001. Consumer research indicated several barriers – concerns about reduction in pleasure, embarrassment in buying and using, and the perception that condoms are not for regular or faithful relationships.

The task became to “normalize” and create a positive image of both condoms and condom users while engaging various stakeholders including marketers, media and government.

Expert interviews and secondary data helped focus on the preliminary barrier of embarrassment. A simple yet humorous campaign urging men to “just say condoms” was tested and aired, backed by on-ground and PR activities.

Impact was assessed through a campaign tracking study which showed that current use of condom with spouse increased from 38% to 60% and consistent use with non-regular partners increased from 75% to 80%. Sales audit reports showed total urban condom sales increased by 21% in project area as compared to 12 % in other areas. The campaign also received several awards including the UN Grand award.

Several important lessons were learned. The ‘normalization' campaign planning must start from a focus on the consumer, rather than on the health problem. Additionally, closely studying the communication environment can help focus on unaddressed issues. A successfull call-to-action need not directly address end use (in this case it was “just say it” rather than “just use it”) and it is important to involve retailers as a 'change agent' rather than as just a medium for message display.

Learning Objectives:
List the communication concept development and planning processes behind the award winning Condoms Bindaas Bol (Just Say Condoms) category promotion campaign Evaluate results delivered and consider lessons learned for application to other category campaigns.

Keywords: Communication, Marketing

Presenting author's disclosure statement:

Not Answered