Zaire program expands to cover high-risk groups in two cities
Social Marketing Forum 1989(17): 2 10
1989
PMID: 12343426 Document Number: 376272
This article announces the expansion of Zaire's social marketing program for condoms to high-risk groups in the cities of Goma and Matadi. The program will use proven marketing techniques from Kinshasha, printed materials, and direct marketing to retail outlets, emphasizing hotels, bars, and other areas frequented by prostitutes, migrants, and other travelers. In addition to retail outlets such as pharmacies, 50 taxis will be tested as additional retail sources for Prudence condoms. Once under way, this effort could reach as many as 96,000 people/day. 5 new AIDS information spots are being televised, and an anti-AIDS song and jingle are on the air. Condom social marketing representatives report a 357% increase in condom sales through March, 1989, over 1988, and that products are now available in 85% of Kinshasha pharmacies. Medical center coverage has increased to 14 from 9 zones, while products reach 11 additional cities and 5 interior provinces.