Social Marketing Programmes

Central to the work of the Durex Network, social marketing programmes bring about positive change in specific population groups across the globe. In particular, we are concerned with overturning attitudes and behaviour that prevent safe sexual practice and wellbeing.

Program H

One such project is Program H, which was launched in Rio de Janeiro, Brazil, in 2002 to challenge male attitudes to gender and equality, as well as raise awareness of HIV/AIDS and condom use. A key part of the programme was addressing the promiscuous and violent sexual behaviour of 15- to 24-year-old men, which was contributing to unwanted pregnancies and high STI infection rates.

Hora H

Stemming from Program H, Hora H was launched in 2002 to make condoms more relevant to young Brazilian men. At the time they were not widely available or marketed in a way that appealed to 16- to 24-year-old males. Discussions with groups of young men led to the development of the Hora H condom (the name translates as ‘in the heat of the moment’) and a marketing strategy that communicated the safer sex message more effectively.

The results of both programmes were impressive. Ongoing research suggests that young men are changing their attitudes towards women and sex. Systematic condom use has risen by 25% and reports of STIs are down by 20%.

Yaari Dosti

This social marketing programme in India started life as a pilot project that pooled the expertise of the Durex Network, the Committee for Resource Organisation, a local NGO, Instituto Promundo and the Population Council. Based on the successful Program H model, it encouraged men, who account for 79% of the country’s HIV infections, to express their ideas about masculinity through discussion and street plays, and to educate them about the health risks of unprotected sex.

Yaari Dosti was launched formally in 2006 with a research study that will monitor behaviour change among Indian men between 16 and 30. Detailed findings will be available in early 2008.