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Social marketing in India - A case study of condom awareness

Author: 
Akanksha Khurana and Jyoti Bhoj
Subject Area: 
Health Sciences
Abstract: 

Condom Social Marketing is a means in which condom brands are developed and marketing with the promotional campaigns to be sold to specific target groups. Currently, more than two billion socially marketed condoms are distributed each year and present in 66 countries in the globe. The origin of Condom Social Marketing was in 1960’s when Government of India expanded it family planning methods with special focus on condoms. The efforts are further focused on condom promotion in 1980’s with discovery of HIV/AIDS. The article will provide in brief about the efforts of government and its implication on condom awareness in the country. The article states the two major campaigns by Department of Health and Family Welfare and National AIDS Control Organization (NACO), i.e. Social Marketing Scheme and Target Condom Social Marketing Programme (CSMP) respectively. The article analyzes the data regarding condom sales, distribution and usage. Further, the article examines the key findings and provides few suggestions followed by conclusion.

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