Condom Social Marketing: Selected Case Studies

This document is the 4th in a series on social marketing from the Best Practice Collection to provide basic information, concepts and techniques and how they may be applied in response to the spread of HIV/AIDS, particularly in developing countries. Specifically, it presents six applications of different social marketing techniques drawn from ongoing projects in developing countries in the field of reproductive health and prevention of HIV/AIDS and sexually transmitted diseases (STDs). These projects illustrate different, real life approaches to condom promotion through social marketing in response to particular challenges and needs. Describing activities from which significant lessons may be learned, demonstrating the flexibility of social marketing and how the technique can be adapted to deal with differing situations and constraints.