13th International AIDS Conference Durban, South Africa - July 9-July 14, 2000

Int Conf AIDS 2000 Jul 9-14; 13:(abstract no. MoOrC244)

Basajja V, Kamali A, Kinsman J, Whitworth J
V. Basajja, Uganda Virus Research Institute, PO Box 49, Entebbe, Uganda, Tel.: +256 41 320 042, Fax: +256 41 321 137, E-mail: mrc@starcom.co.ug

ISSUE: Can social marketing effectively increase condom availability and accessibility in a rural Ugandan population with high HIV prevalence?

DESCRIPTION: In preparation for a large community-based HIV intervention trial in Masaka, Uganda, a baseline needs assessment was conducted in 1994. Condoms were available in only 10% of the surveyed villages, and various misconceptions and myths about their usage were identified. Potential outlets such as clinics, bars, lodges, retail and drug shops were then approached, and Community Educators (CEs) participating in the trial were also encouraged to sell condoms alongside their other activities. Appropriate training was provided to all those who agreed to act as vendors. Condoms were priced low enough (8 US cents/pack of three) to ensure affordability, while misconceptions were addressed through regular meetings both with the youth and the wider community. Monthly restocking and support visits by the trial's condom promoter ensured constant supplies. The number of outlets selling condoms increased from 208 in 1995 to 429 in 1998, while the number of CEs involved in the strategy increased from 16 to 160 over the same period. The number of condoms distributed to the 90,000 target adults also increased, from 84,010 in 1995 to 416,180 in 1998. Altogether 1,019,150 condoms were distributed, 60% by retail shops and 16% by CEs. A general improvement in terms of condom storage has been observed, and retailers have become more willing to stock and prominently display both condoms and point-of-sale promotional materials. Attitudes towards condoms have markedly improved in the study communities. People now tend to see them as an everyday commodity rather than a medical product, and they discuss condoms openly and freely.

CONCLUSIONS: Social marketing of condoms through informal outlets in conjunction with trained community volunteers can be very effective in enhancing condom availability and accessibility in rural Uganda. By the end of 1998, all 229 villages in the study area had at least one source providing condoms.

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