Social Marketing and Partnerships

Social Marketing

Central to the work of the Durex Network, social marketing programmes are designed to bring about positive change in specific population groups across the globe. The main goal is to achieve positive attitude and behaviour change for safer sexual practices and wellbeing.
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Program H is a social marketing intervention designed to increase consistent condom use, promote gender-equitable behaviour, reduce levels of machismo and homophobia, and curb the spread of HIV/AIDS and STIs among young men. It has four components: group workshops; lifestyle social marketing; engaging health services; and evaluating attitude change. It was developed in collaboration with Brazilian NGO Instituto Promundo and John Snow Brasil and is practised in over 20 countries.

Yaari Dosti is a social marketing programme utilising some of the components of Program H which were adapted for a different cultural setting. It was designed to improve young men’s attitudes toward gender roles and sexual relationships and to reduce HIV risk behaviours and partner violence in India.

Global partnerships and Dance4Life

The Durex Network promotes and supports projects that encourage people to take responsibility for their sexual health. It is a founding partner of Dance4Life. Dance4Life aims to use a broad range of dance-based grassroots initiatives including school tours, dance events and life-skills workshops to increase young people’s knowledge of sexual health risks, especially in relation to HIV/AIDS.