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To be fair, if given the choice of a free promotional pen, and a promotional condom. I know which Id choose. My pencil is broken.
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The Secretary of Health (Secretaria da Saúde) of the city of Porto Alegre in the Rio Grande do Sul region of Brazil recently conducted a guerrilla marketing campaign visually showing the direct link between condom usage and the prevention of HIV/AIDS. The outdoor billboards-of-sorts were placed around the city as a part of World AIDS Day (December 1st) and each had over 500 condoms that comprised the word AIDS. More than 8000 people saw and became involved with the interactive ad, and as each condom was taken down, the word AIDS began to disappear. The campaign, created by Escala Communication and Marketing, utilized a "Take out a condom and help the fight against aids" slogan and used ads on posters, tv, radio, and stickers. This is an excellent example of a creative use of promotional condoms. The only thing I wonder, though, is should those condoms be placed outside in the heat and sun of Brazil? Who knows.Via Oscio.
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Custom Imprinted Condoms, is a promotional condom product line which allows organizations to print their logos and messages on a variety of condom packages. Companies use clever promotional slogans for their custom condoms like Let the Good times Unroll and Roll one out for a test drive to promote themselves, while reinforcing the message of staying safe. Custom Imprinted Condoms make it possible for anyone, from radio stations to trucking companies, to participate in safer sex promotion with their own custom condoms message.
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The Secretary of Health (Secretaria da Saúde) of the city of Porto Alegre in the Rio Grande do Sul region of Brazil recently conducted a guerrilla marketing campaign visually showing the direct link between condom usage and the prevention of HIV/AIDS. The outdoor billboards-of-sorts were placed around the city as a part of World AIDS Day (December 1st) and each had over 500 condoms that comprised the word AIDS. More than 8000 people saw and became involved with the interactive ad, and as each condom was taken down, the word AIDS began to disappear. The campaign, created by Escala Communication and Marketing, utilized a "Take out a condom and help the fight against aids" slogan and used ads on posters, tv, radio, and stickers. This is an excellent example of a creative use of promotional condoms. The only thing I wonder, though, is should those condoms be placed outside in the heat and sun of Brazil? Who knows.Via Oscio.
Protect your valuables! - That's the message being given to students across the region using West Midlands Police's latest merchandise - promotional condoms. Thousands of students from around the world are due to start studying at the region's many universities this month. Most will be away from home for the first time in their lives. Many students will be bringing a range of electrical equipment with them, from laptops and mobile phones to ipods, computers and hi-fi equipment. All of which could prove attractive to potential thieves. A range of merchandise has been made for students by West Midlands Police to ensure students consider crime prevention. Condoms, which carry light-hearted messages aimed at encouraging crime prevention, are part of the range. The messages on them are. It only takes SECONDS…To get your phone, laptop, car or i-pod stolen.. so.. PROTECT your VALUABLES SIZE doesn't MATTER…thieves will steal your phone, laptop, i-pod or car ..so.. PROTECT your VALUABLES If you can't be GOOD be CAREFUL …with your phone, laptop, car or i-pod .. PROTECT your VALUABLES PROTECT your VALUABLES.. like your phone, laptop, i-pod and car… The condoms will be available from Student Union advice centres and health centres at the University of Birmingham, Aston University, the University of Central England Birmingham (UCE), Coventry University, the University of Warwick, the University of Wolverhampton and Newman College of Higher Education. Other merchandise being distributed during fresher's week by West Midlands Police include computer screen wipes, car ice scrapers, personal attack alarms, pens, key rings and bottle openers. Ryan Slaughter, from UCE Birmingham Students' Union, said. Students are a notoriously difficult group to talk to about crime prevention. These condoms are a light hearted way of getting across a serious message, that they should protect all their valuables, whether it be their health or their property, while they enjoy their time at University. Assistant Chief Constable Stuart Hyde said. We are not only committed to catching criminals and driving crime down across the West Midlands, we are also committed to helping prevent people from becoming victims. Sometimes getting this message across demands innovation and creativity and the condoms are an example of this.
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Levy T, Strand J, Stone D. International Conference on AIDS. Int Conf AIDS. 1990 Jun 20-23. 6. 104 (abstract no. F. D.60). AIDSCOM/Academy for Educational Development, Washington, D. C., USA OBJECTIVE. To develop appropriate packaging, pricing, and positioning strategies to promote purchase and use of a commercial condom product for prevention of HIV infection in Tanzania. METHODS. Six preliminary focus groups were held with male workers and post-secondary students, 18-35 years old, in and around Dar Es Salaam to determine their preferences in brand names, packaging, and pricing as well as their perceptions towards condoms and prevailing barriers to usage. Later focus groups and consumer panels tested both urban and rural reactions to the product logo, an instructional insert, and key promotional messages and materials developed for the product. RESULTS. The focus group discussions guided selection of a brand name, logo and packaging for the condom product. Potential consumers were segmented by degree of mobility, access to media, and family status which dictated product positioning and development of the promotional strategy, media and messages. CONCLUSION. Consumer-oriented social marketing techniques can facilitate product development, positioning and pricing strategies, and promotional activities when launching a new commercial condom product in a sensitive marketplace. Whether the positive condom images promoted by the campaign will succeed in generating sustained consumer demand for condoms, from commercial and/or public sector sources, remains to be studied. Publication Types.
Name-brand protectionBusinesses are turning more and more to condoms with logos on the label. For the especially discreet audience, some condoms are tucked into what looks like a matchbook cover. Last year, Global Protection Corp. produced about 5 million promotional condoms. Most were for corporations hunting for an inexpensive way to reach the young masses. Computer companies are among the big condom customers. Along with a logo, those companies sometimes add a double entendre like Stay virus-free, said Steve Mare, vice president of sales for Boston-based Global Protection. In the late 1980s, condoms were a favorite giveaway for bars and radio stations. Now theyve been embraced by companies of wide renown, said Mr. Mare. One customer is Swedens Volvo Car Corp. As a tie-in to Volvos reputation for protecting its passengers, the company bought and distributed condom matchbooks. Open for safety, a small-print label urges. Inside are a condom and a big Volvo insignia. It was a funny spin on safety, said James Hope, a spokesman for Volvo Cars of North America. He said he wasnt sure if the condoms were given out in the United States, but they were distributed at a big German auto show a couple of years ago. A condom with the bunny logo of Playboy Enterprises Inc. probably needs no explanation among its recipients. Less obvious is a link between prophylactics and, say, the regional airline American Eagle, which also turned to freebie condoms as a marketing device. Time and againCalendars are among the older promotional products, dating back to the 1800s. The promotional products industry knighted a somewhat contemporary version - the vinyl-backed press-and-stick calendar - as one of the centurys best creations. Easily affixed to a dashboard, a fridge or just about anything, the little calendars carry an ad with 12 pull-off months. Theyre functional, cheap and frequently seen - the triple-crown virtues of promotional products. Still, they lack the staying power of some of their predecessors. Consider the racy Marilyn Monroe calendars that flew off the presses in the 1950s, arguably the best known of a genre of giveaway pinups once common on the walls of bait shops and service stations. Companies that affixed their names to those posters often got years of brand recognition. The calendars value now. Several hundred dollars - minimum - for a good one from the early years, said Marilyn maven Gerri Cook. She owns Remember Marilyn, an online retailer in La Mesa, Calif. Wearable publicityFor walking billboards, its difficult to beat knit polo shirts with a corporate emblem, industry experts said. Classier than T-shirts, theyre more likely to be worn in public than while cleaning an attic. Such qualities put them among the five Products of the Century. A large following, however, has developed for freebie apparel that covers another anatomical region. Boxer shorts are hot. Even the most staid industries are handing them out, which explains why BP PLC, for example, would promote itself via mens underwear. When I first went into this business 15 years ago, I thought it would just be college groups, said Steve Danzig, owner of Image Boxers in Bloomington, Ind. He now sells to banks and insurance companies, and one investment firm purchased 100,000. These are companies that I never thought would do boxer shorts. Logos cover the boxer shorts, and the fanny side, predictably, sometimes carries a sophomoric slogan. Banks favor the likes of Cover Your Assets, Mr. Danzig said. And a client that sells natural gas found an opportunity for crude humor. Leaving a markOn the low-cost side of promotional products, little sticky notes - formally known as Post-it Notes - are beloved. Ad-imprinted sticky notes have been showered upon the public, and they also made the promotional products list of classics. Sticky notes can leave a commercial message anywhere the customer puts one - well, almost anywhere. They dont stick to dirt or sand. No problem. This industry seems to find a way to fill every void. Enter Neet Feet, sandals with custom soles that leave an advertising imprint when worn on sand and other soft terrain. They come in a single size for women and another size for men. Neet Feet owner John Amsterdam counts among his clients Coca-Cola Co., Sun Microsystems Inc. and Minolta Co. Since operations began in the early 1990s, sales at the company, based in Oceanside, Calif., have grown steadily, Mr. Amsterdam said. When asked if he was miffed by not making the industrys Products of the Century, Mr. Amsterdam replied. No. Not at all. After all, theres always the next time. A hundred years from now, the Promotional Products Association International is scheduled to issue a new list of Products of the Century. REPRINTED WITH PERMISSION OF THE DALLAS MORNING NEWS AND DOES NOT CONSITUTE AND ENDORSEMENT FOR ANY PRODUCT OR SERVICE.
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At California State University, Fullerton has scrapped plans to distribute free condoms in its Nov. 14 issue after the student health center backed out of the promotional deal. The newspaper had made arrangements with the student health center to place 4,500 condoms into the paper to encourage students to have safe sex. But when the paper announced the plan with promotional signs featuring stick figures having sex in the missionary position, students and administrators began to complain. If Im picking up a paper to read it, I would not necessarily want to have a condom there, Dean of Students Bob Palmer told the
Lets face it, even the most conservative of us have to admit, Sex sells. Heck, it sells so well that even the saying, Sex sells has become clich. With that in mind, its no surprise that a good majority of slogans, whether intentional or not, would go well slapped on the side of a prophylactic (or condom as the rest of us say). Electronics If there was an industry that already seems to have condom swag in mind its definitely electronics. Whether it be something almost romantic like General Electrics, We bring good things to life, or something downright blatant like Nokias, Connecting People youve got an industry practically screaming to have their slogans slapped on a rubber. Some, like Sony, obviously play to ones ego with, like no other, but the one that really takes the cake is Onidas, Neighbors Envy, Owners Pride. Other electronics companies seem to have an exhibitionist slant to their slogans such as Ericssons, Make Yourself Heard or THXs, The Audience is Listening. The pure zen award would definitely go to JVC for their fully and simply encompassing, The Perfect Experience. Batteries Battery slogans, if known for anything, are infamous for ridiculous double-entendres they use. Sure theres The one that lasts from Duracell, and the one even your Grandma knows, It keeps going and going and going., but if theres one. just one that deserves the oh my god award, its Energizer Max with, Do you have the bunny inside?.oh my god. Video Game Consoles The consistently randy company award definitely goes to Nintendo, who for over twenty years have been playing the double-entendre game starting with, Now Youre Playing with Power, followed by Get N or Get Out, then Wii would like to play. There tour-de-force, however, is the Nintendo DS with, Touching is good. Even Microsoft tried to copy their lead with, Jump in for the Xbox 360. Finance The modest girl secretly wearing a thong award goes to our boys in finance. These guys can be, well, just plain raunchy. The difference is measurable from Mellon Financial requires no explanation. They also come across as very eager to explore. Natwests, Another way, American Expresss Do more, and Dare to Dream, from the Bank of Baroda all come across as more than willing to hear your thoughts, because, well. If you tell them, they just might do it. The one who takes the cake in that regard though is definitely ANZ New Zealands, The better we know you, the more we can do! Generally speaking though, all financial institutions are at least eager to please, whether it be Deutshe Banks, A Passion to Perform, First, for you, from the Royal Bank of Canada, or Goldman Sachs straight forward, Our Clients always come first. Word replacement is the other favored modus-operandi of our financial friends. Union Bank of Indias, Good people to bank with, TD Canada Trusts Banking can be this comfortable, and Enjoy better banking from RBS all beg the question, Are they really talking about banking? My personal favorite however is Captial, simply because at first glance it seems as if it wouldnt work on a rubber, but hey, Whats in your wallet? Fashion For fashion its almost too easy. Heck some of these slogans really were made to be put on condoms. But a few just have to be mentioned, or this list wouldnt be worth the desktop space it was written on. Slogans like Timexs It takes a licking and keeps on ticking, or Nikes Just do it scream for a rubber campaign. How could anyone deny Playtex Brass, It lifts and separates? Food Food and sex have gone hand in hand since the time of cavemen, which makes this another industry where its almost too easy. Could the marketers of Campbells soup really have been that innocent when they came up with, Mm Mm Good! Even the tamer ones like Eggo Waffless, Leggo my Eggo! or Smuckerss With a name like Smuckers. it has to be good, beg a double-entendre. But the one that takes the cake in the food industry is without a doubt Pringles with, Once you pop, the fun dont stop! No matter how innocent or as far from the bedroom the industry in question may seem, the universal truth still remains, Sex Sells. And while this may currently be a list of slogans that SHOULD be on condoms, its not hard to believe this will someday be a list of slogans that ARE on condoms. To get your company slogan imprinted on a promotional condom today, check out our online resource for top promotional products. Happy Fun Disclaimer. Suffice to say, this article is a comedic parody and none of the images are of real products . All slogans are trademarks of their respective companies. Please dont sue us. were good people.
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Two nights ago, while flipping around the channels, I came across an old (Season 3) episode of Seinfeld in which Kramer gives George some free, promotional condoms he was given. George uses them and has a scare with a new girlfriend because her period is late and they think she might be pregnant (she wasn't). I remembered seeing the show when it first aired and being amazed that in 1992, on prime time cable, on a hit TV show, people were talking openly about condoms. And it made me wonder. Where are the condoms on TV today? Has anyone seen one brandished recently? Not only are we missing educational and prevention opportunities by avoiding talking about condoms in the context of cool, sexy shows, I don't get how today's TV writers can resist having fun with the latest technological developments in the world of condoms. I, for one, am amazed at the volume of choices we have now (One of my new faves? Planned Parenthood's totally prettily packaged sets of condoms.try the "Dots" version for a subtle sensation enhancer.). I'm not a big TV watcher, so I could be missing condom's guest appearances, but I'm pretty sure that mention of them is more scant then the outfits worn by The Girls Next Door. Even on shows where sex is central to the plotline (like Gray's Anatomy, Gossip Girls, Entourage, etc., etc.) the conversation almost never turns to condoms. Just once, I wanna see a TV hottie whip it out (the condom I mean) when things get super steamy. Earlier on the night I saw that Seinfeld, I went to the 50th anniversary celebration for Harlem's Iris House which benefits folks living with HIV/AIDS. There was faux-gambling and Wii bowling and billards and awesome '80s music and cake - and speeches by people whose lives have been turned around in the right direction by the mighty Iris House. There were also little black velveteen pouches that they passed out on your way out the door containing three NYC condoms (the packaging is designed to look like the signage in the New York City subway. they were produced and given out for free by New York's Department of Health) and two shiny packets of lube. On the pouch, gold lettering read. Power in Prevention. It made me think about the notion of "power in prevention" and how I've journeyed from being embarassed to buy condoms to feeling totally empowered and badass every time I do. Recently, I stopped at a Walgreen's (okay, I'll admit I intentionally chose one far away from my home town but when I explain you'll see why) to get some condoms. Several of my friends had confessed that they were "uncomfortable being seen buying condoms." So, I volunteered to go get the goods for them. Let me remind you, we're talking middle-aged women here.like the folks on Seinfeld. I found their discomfort a little shocking in a way I would not, say, had they been awkward teens, but if it meant they'd use 'em, I'd buy 'em for 'em. And who was I to judge? I'd once been just like them. Too scared sometimes to save myself. I wonder how many people would rather risk their lives having unprotected sex with a partner of unknown status than they would face the pain of a few tense moments at the drug or grocery store check out? I cruised the aisles, made my selections based on my rather long and elaborate list (the greatest part was seeing what everyone else preferred. Did so-and-so really need the Magnums? Hmmm.) While I was at it, I took a good close look - for the first time - at all the options. In the past, I'd done the quick "grab and go" approach to condom selection. But somehow, perhaps because I knew I was shopping for others too, I let myself linger and study the lineup of latex. I threw a few new options into my cart (e. g. Trojan's vibrating ring condom and some sort of his-and-hers lube that I think heats up when things get hot and heavy - or maybe it generates the heat. I'll have to report back later) It was funny that even though I was miles from my home town in a strange drug store minutes before they closed (so I was one of the last people there) I found myself justifying to myself what I was doing. I told myself. I was protecting my body. Saving another person's life. Preventing an unplanned pregnancy. Being responsible, disciplined, health concious and mature. And I wasn't only doing it for myself.but my girlfriends as well.
And people think librarians and/or archivists don't have fun! This discussion of how to archive promotional condoms is really funny. Archives listserv
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Title. Consumer research and condom promotion in Tanzania. social marketing for AIDS prevention. POPLINE Document Number. 069345 Author(s). Strand J Chiduo EK Mbelwa HC Levy T Source citation. [Unpublished] [1990]. [3], 6 p. Abstract. A Tanzanian medical supplies manufacturer and distributor, a promotion firm, and AIDSCOM jointly researched developing packaging, pricing, and positioning strategies to promote the purchase and use of a commercial condom in the prevention of HIV infection. The project was undertaken to specifically expand the access of affordable, quality condoms to males aged 18-35. promote the proper use of condoms as an option to contracting HIV. develop a cost-recovery mechanism to enhance project sustainability over the long term. and generate demand for condoms while desensitizing policymakers and the public. A total 12 focus groups with average 9 participants aged 18-38 years in each were held, and comprised of male workers and post-secondary students from the metropolitan area of Dar es Salaam. Group attitudes and preferences were tested for 6 condom brand names, packaging, pricing, and perceptions regarding condoms and barriers to use. Product logo, an instructional insert, and key promotional messages and materials were also evaluated. Overall knowledge regarding AIDS and HIV transmission was high. Results indicate that participants prefer a brand name which implies security and protection from infection, light blue packages, and simple, neutral messages regarding the need to use condoms. Contrary to some pre-study assumptions, researchers found that consumer-oriented social marketing techniques may facilitate product development, positioning and pricing strategies, and promotional activities in the commercial promotion of a new condom in a sensitive marketplace. It is not known whether the positive images of the campaign will generate sustained consumer demand for the new condoms. Keywords. Tanzania Research Report Focus Groups Social Marketing Audience Research Market Research AIDS Prevention HIV Prevention Condom Risk Factors Pricing Population At Risk Target Population Private Sector Public Sector Administrative Personnel Urban Population Rural Population Promotion Knowledge Africa, Eastern Africa, Sub Saharan Africa Developing Countries Data Collection Research Methodology Marketing Economic Factors AIDS HIV Infections Viral Diseases Diseases Barrier Methods Contraceptive Methods Contraception Family Planning Biology Program Design Programs Organization and Administration Macroeconomic Factors Population Characteristics Demographic Factors Population Index page
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Lets face it, even the most conservative of us have to admit, Sex sells. Heck, it sells so well that even the saying, Sex sells has become clich. With that in mind, its no surprise that a good majority of slogans, whether intentional or not, would go well slapped on the side of a prophylactic (or condom as the rest of us say). Electronics If there was an industry that already seems to have condom swag in mind its definitely electronics. Whether it be something almost romantic like General Electrics, We bring good things to life, or something downright blatant like Nokias, Connecting People youve got an industry practically screaming to have their slogans slapped on a rubber. Some, like Sony, obviously play to ones ego with, like no other, but the one that really takes the cake is Onidas, Neighbors Envy, Owners Pride. Other electronics companies seem to have an exhibitionist slant to their slogans such as Ericssons, Make Yourself Heard or THXs, The Audience is Listening. The pure zen award would definitely go to JVC for their fully and simply encompassing, The Perfect Experience. Batteries Battery slogans, if known for anything, are infamous for ridiculous double-entendres they use. Sure theres The one that lasts from Duracell, and the one even your Grandma knows, It keeps going and going and going., but if theres one. just one that deserves the oh my god award, its Energizer Max with, Do you have the bunny inside?.oh my god. Video Game Consoles The consistently randy company award definitely goes to Nintendo, who for over twenty years have been playing the double-entendre game starting with, Now Youre Playing with Power, followed by Get N or Get Out, then Wii would like to play. There tour-de-force, however, is the Nintendo DS with, Touching is good. Even Microsoft tried to copy their lead with, Jump in for the Xbox 360. Finance The modest girl secretly wearing a thong award goes to our boys in finance. These guys can be, well, just plain raunchy. The difference is measurable from Mellon Financial requires no explanation. They also come across as very eager to explore. Natwests, Another way, American Expresss Do more, and Dare to Dream, from the Bank of Baroda all come across as more than willing to hear your thoughts, because, well. If you tell them, they just might do it. The one who takes the cake in that regard though is definitely ANZ New Zealands, The better we know you, the more we can do! Generally speaking though, all financial institutions are at least eager to please, whether it be Deutshe Banks, A Passion to Perform, First, for you, from the Royal Bank of Canada, or Goldman Sachs straight forward, Our Clients always come first. Word replacement is the other favored modus-operandi of our financial friends. Union Bank of Indias, Good people to bank with, TD Canada Trusts Banking can be this comfortable, and Enjoy better banking from RBS all beg the question, Are they really talking about banking? My personal favorite however is Captial, simply because at first glance it seems as if it wouldnt work on a rubber, but hey, Whats in your wallet? Fashion For fashion its almost too easy. Heck some of these slogans really were made to be put on condoms. But a few just have to be mentioned, or this list wouldnt be worth the desktop space it was written on. Slogans like Timexs It takes a licking and keeps on ticking, or Nikes Just do it scream for a rubber campaign. How could anyone deny Playtex Brass, It lifts and separates? Food Food and sex have gone hand in hand since the time of cavemen, which makes this another industry where its almost too easy. Could the marketers of Campbells soup really have been that innocent when they came up with, Mm Mm Good! Even the tamer ones like Eggo Waffless, Leggo my Eggo! or Smuckerss With a name like Smuckers. it has to be good, beg a double-entendre. But the one that takes the cake in the food industry is without a doubt Pringles with, Once you pop, the fun dont stop! No matter how innocent or as far from the bedroom the industry in question may seem, the universal truth still remains, Sex Sells. And while this may currently be a list of slogans that SHOULD be on condoms, its not hard to believe this will someday be a list of slogans that ARE on condoms. To get your company slogan imprinted on a promotional condom today, check out our online resource for top promotional products. Happy Fun Disclaimer. Suffice to say, this article is a comedic parody and none of the images are of real products . All slogans are trademarks of their respective companies. Please dont sue us. were good people.
Ostfield M, Fevrier W, Jagdeo T, Cole L, France B. International Conference on AIDS. Int Conf AIDS. 1991 Jun 16-21. 7. 388 (abstract no. W. D.4003). AIDSTECH, Family Health International, RTP North Carolina, USA OBJECTIVE. To test and evaluate low-cost ways to promote AIDS prevention and increase condom sales and use in the Eastern Caribbean. METHODS. Using extensive research into culturally appropriate themes and images, promotional materials as well as point-of-purchase strategies were developed in a collaboration between local NGOs and AIDSTECH. The campaign focused on "lifestyle" issues rather than AIDS, family planning, or health-related behavior change messages. Emphasizing positive, relational, and social aspects in its imagery, the campaign worked to create a context in which condoms could be more comfortably discussed. This is unique from other STD prevention campaigns in its deliberate omission of STD-specific messages. RESULTS. A series of point-of-purchase materials were developed, including. condom display box, condom symbol, and promotional poster. The campaign is being evaluated by measuring changes in condom sales from 40 community-based distribution outlets. This presentation will outline steps in the development of this campaign and the creation of culturally appropriate messages and images. Quantitative and qualitative research data from program assessment related to condom sales, condom use, message recognition, and cost will be presented. CONCLUSION. Lifestyle campaigns are successful in increasing condom sales and use. Publication Types.
The four Ps are what make up the social marketing mix. product, price, place, and promotion. In addition, there are three more Ps that are added to this mix. partnership, policy, and politics. This profile will go through each of these social marketing tools to evaluate PSIs strategy, message design, and sustainability in the prevention of HIV/AIDS and STI in Thailand. Product. In social marketing, the product is not necessarily tangible. it could also be a service, practice, or an idea. PSIs product was condoms. In particular, the One condom brand. In this case, the product was tangible and served as a solution to the problem of HIV/AIDS infection among the populations most at risk. Since there is an existing significant problem with HIV/AIDS infection in Thailand, this product was needed. Price. Price refers to what the consumer must do in order to obtain the social marketing product. This cost may be monetary, or it may instead require the consumer to give up intangibles, such as time or effort, or to risk embarrassment or disapproval (Weinreich 1). The price was intangible in this case. During the promotion, distributors handed out condom samples and promotional packets for free. However, there was an energy cost in this case. The energy cost here was effort for the men to use the condoms. In addition, there was an opportunity cost of reducing the chances of contracting HIV/AIDS. Further, there was also a psychic cost for the men who like to have sex without a condom. Thus, it asked them to give up something they like in order to save their lives. In all, there are many intangible costs to the distribution of condoms in Thailand. It is important to note that after the promotion, condoms were sold at a price to show that the One brand condoms were high quality. This reflects the Thai culture in the sense that if they were continued to be distributed for free, the Thai people would think they were of low quality. This also confers a sense of dignity to the transaction (Weinreich 1). Place. Place describes the way that the product reaches the consumer (Weinreich 1). In this case, since condoms are tangible, place refers to the means of distribution. PSI chose to distribute the One condom brand in April 2003 during the Songkran water festival (marking Thai New Year) in the Northern city of Chiang Mai. During the five day festival, 150 PSI staff and trained volunteers in green condom-shaped raincoats distributed condom samples and promotional materials on the streets of Chiang Mai during the day and entertainment venues at night. The One brand condoms were also sold at non-traditional outlets such as 24-hour convenience stores, entertainment spots, guest houses, migrant and student dormitories, and sales points frequented by populations most at risk for HIV/AIDS (PSI Thailand). Promotion. Promotion consists of the integrated use of advertising, public relations, promotions, media advocacy, personal selling and entertainment vehicles (Weinreich 2). During PSIs campaign, they placed their logo on more than 350 buses and tuk-tuks (3-wheel taxis), 100,000 print advertisements and giant banners in key locations all over the city. Radio advertisements and branded trucks with loudspeakers heralded the arrival of The One Youve Been Waiting For (PSI Thailand). During this campaign, PSI used every possible media outlet they could to try to establish sustainability of the One condom brand in Thailand. Partnership. Since one agency cannot tackle the issue of preventing the spread of HIV/AIDS by itself, other agencies must get involved. In this case, PSI partnered with local and national Thai organizations, including the Center for Communicable Disease Control (Region 10), the Chiang Mai provincial health office, drug treatment facilities, local law enforcement, Chiang Mai University, and Thai nongovernmental organizations. Policy. Although social marketing programs can succeed in changing individual behavior, they may not succeed in the long-run if policy is not in place to support the program. In this case, PSI did have the necessary policies established to sustain their program. Politics. Politics in the marketing mix means that if the issue is complex and controversial, the organization may have to get approval from the community before they launch a social marketing campaign. In this case, since PSIs partners were local and national Thai organizations, they did not need further approval from the community before starting the program. Conclusion. From analyzing this case study, I do envision long-term sustainability from this social marketing program. First, I think that because of where they launched the program, how they set a price on the condoms instead of allowing them to be free, and who is involved with the program (government and nongovernmental organizations) the program will be sustainable. Also, they addressed the cultural differences of Thailand and took that into account when designing the program. Further, since the DFID and USAID are funding the program (purse strings), there is a better chance of it surviving. PSI has conducted further research in the forms of a survey, 45 focus groups, and in-depth interviews with target audience members, for the purposes of brand development, and information, education, and communication/ promotional message design (PSI Thailand). Further, according to the 2003 Health Impact results, as a result of this program, there were 31 primary HIV averted and 1,400 unwanted pregnancies averted. In all, I think this case study was successful in launching their social marketing program and maintaining its sustainability.
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