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Enhancing Condom Use Through Effective Lubricant Marketing in Developing Countries

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Join our insightful webinar led by Beth Skorochod, HIV Communications Technical Advisor at Population Services International (PSI), where we explore the pivotal role of social marketing in promoting lubricant use in developing countries. Discussing field experiences from countries like Laos, Nigeria, and India, we address the barriers to lubricant access, cultural perceptions, and the effectiveness of marketing strategies. Discover how targeted campaigns, education, and distribution partnerships can enhance condom use and reduce the risk of HIV transmission. Together, let’s create a healthier future.

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Enhancing Condom Use Through Effective Lubricant Marketing in Developing Countries

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  1. Social Marketing Lubricant in Developing Countries IRMA Webinar, August 29, 2011 Beth Skorochod HIV Communications Technical Advisor Population Services International (PSI)

  2. Social • marketing (so shel • mar kit ing) n.1.The application of marketing concepts and techniques to influence behavior among a target audi-ence in order to benefit themselves and society.

  3. PSI field offices with lubricant programs include: Laos Mexico Myanmar Nicaragua Nigeria Panama Papua New Guinea Romania Togo Thailand Angola Belize Cambodia China Costa Rica Dominican Republic El Salvador Guatemala Honduras India

  4. 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

  5. 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

  6. 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

  7. 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

  8. 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

  9. Thank you PSI

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