Transcript The Caribbean Social Marketing Initiative

Kerry Singh,
Population Services International/ Caribbean
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In the Eastern Caribbean, PSI Caribbean runs a branded
Behavior Change Communication (BCC) campaign,
supporting program aims of:
 Improving access to condoms and sexual and reproductive health
(SRH) services
 Decreasing barriers to condoms and SRH services
 Building local capacity for HIV prevention and SRH service delivery
 Generating demand for condoms and promoting consistent condom
use
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Social Marketing Principles underpin the program’s
integrated approach
Key to the strategy:
 Principles of Sales and Marketing
 Creation of the Got it? Get brand: positioned to signify safe sex,
condom accessibility and use, and more recently, SRH access
Participating countries:
 Trinidad and Tobago
 Barbados
 Jamaica
 Antigua/Barbuda
 Dominica
 Grenada
 St. Kitts/Nevis
 St. Lucia
 St. Vincent/the Grenadines
 St Maarten
 Belize
 Suriname
 Montserrat*
 Bahamas*
 Cayman Islands*
• Evidenced based approach: all concepts are pre- and
post-tested before release
• Use of research to identify focus: ‘Carry condoms’ for
2011
• Integrating SRH into Got it? Get it through brand
extensions
• On-line touch-points integrated into TV and radio
placements
• Developing clear messages and taglines for each
target group audience profile
• Utilize the short story format in TV advertising,
avoiding preachy language
• Brand Ambassador campaign: to build advocacy for
Got it? Get it
• Partnering with IPPF affiliates at local level for
implementation
• Strategic Alliances with CBMP, CHAA, MTV, Media
partners to pool program resources
• Merging PSI/C BCC and Sales agenda under the GIGI
umbrella
• Documentaries, movies and other edutainment
productions
• Total Market Approach (supporting all sectors)
• Co-branded marketing with commercial condom
brands
Driven by
synergistic
relationships
with regional
partners
Novel edgy
promotional
items
Strong
branded
Category
Campaign
Cutting edge
media
initiatives
Impacting
Caribbean
Condom
Culture
The Total Market:
Market Segmentation in the Caribbean
A
B
C
Commercial Brands- Slam,
Trojan, Durex, Ansell (RR, Lifestyles),
Long Love, FC2
Subsidised/Social Marketing BrandsIPPF Unbranded, Cool, Vive
Free Distribution- Unbranded and
Branded: Slam, Lifestyles, Trojan, RR,
Panther (Alliance), FC
Sold in pharmacies,
supermarkets, NT;
MOUs with regional
& local distributors
Sold through
IPPF affiliates &
NGOs
Distributed by NAPs,
Ministries of Health,
NGOs and Gov‘t
agencies
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Integrated Commercial Marketing Approach
Equitable treatment of all distributors
Starter stocks for CSPA
Address public sector distribution
Networking with key stakeholders. Synergies in
partnerships: PSI assisting with development of regional and
local condom policies
Strong, branded category campaign
Ads/messages that raise the bar” on the “touchy” issue of
condoms without being PSA and “preachy” in feel: speak
“with” not “down to” youth
“Cause Related” in feel so that the campaign changes the
condom culture of the Caribbean
Edgy and trendy promotional items that incorporate
fashion/style into condom messaging
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www.gotitgetsafesex.com
www.psi.org/caribbean
http://www.youtube.com/gotitgetitsafesex
http://www.facebook.com/GotitGetitSafeSex
http://apps.facebook.com/gotitgetit/?ref=ts
http://www.facebook.com/group.php?gid=34720499531&ref=ts
http://twitter.com/GIGIsafesex
Mass media:
TV: 2000 spots per annum
Radio: 6000 spots per annum
Mobile and online has provided Got it? Get it with the following benefits:
Reach
• Deliver targeted marketing to
demographics across digital media
options
Integrated
Engagement
• Management of online engagement
campaigns across multiple touchpoints.
• Audience spans the economic
spectrum. Complement digital
efforts with mobile, traditional
media & country teams.
Social
Marketing
10
Behavior Change Bubbles
High
affordability
High
availability
Condom
use
Moderate
brand appeal
Low self
efficacy
Moderate
social
support
Low
personal risk
assessment
Low belief in
condom
attributes
High
awareness of
tranmission
High
awareness of
HIV/AIDS
Brand positioning and personality
CATEGORY MAP - CORRECT AND CONSISTENT CONDOM USE (CARIBBEAN)
CORRECT & CONSISTENT
CONDOM USE
CORRECT & CONSISTENT
CONDOM USE
CORRECT, CONSISTENT
AND PROLONGED
CONDOM USE WITH
OUTSIDE PARTNERS
CORRECT AND
CONSISTENT CONDOM
USE WITH ALL PARNERS
Youth-at-risk
Male-at-risk
Uniformed
Female Sex Workers
Shaka
Sheldon
Thomas
Estrella
Leana
POINT OF PARITY
(WITH THE
CATEGORY)
POINTS OF
DIFERENTIATION
(WITH THE
CATEGORY
)
FUNCTIONAL
PROTECTION
PROTECTION
PROTECTION
PROTECTION
EMOTIONAL
SEXINESS, PLEASURE
IMAGE, STATUS, HIGH
PERFORMANCE
POWER, PLEASURE
SEXINESS, STATUS,
FUNCTIONAL
(NON USERS)
SAFETY
SAFETY
SAFETY
SAFETY, SECURES
INCOME
FUNCTIONAL
(USERS)
SAFETY
SAFETY
SAFETY
SAFETY, SECURES
INCOME
PERSONALITY
GIGI is open-minded and easy-going. GIGI is also versatile, confident and extremely optimistic.
page 12
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In the digital
and social
media space,
it’s critical to
have a
coordinated
experience
across the
places where
people
spend time.
Other Social
Media
Mobile /
Texting
campaigns
Facebook
Application
New
Engagement
Website
Email
Traditional
Media
Integration
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Religion
Socio-cultural- the idea that using a condom makes
you less of a man- the need for afro-Caribbean men
to have kids early
“Small island” culture
Belief in condoms and its attributes
Funding- smaller pot for the Caribbean
Music is very sexual in nature, but yet sex is swept
under the carpet
Once you use condoms you are “loose”
Use of edutainment initiatives- movies, music, short films,
catchy TV ads, novel IEC materials
 On-line is key with blackberry and facebook
 Create casual environments where discussion and education
could take place- Caribana
 Work with promoters to have a component of safe sex at
events
 Utilise outlets where Caribbean folks shop- Western Union
etc.
 Whats popular in the Caribbean tens to be popular in the
Caribbean diaspora
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QUESTIONS?
DID YOU GET IT? GOT IT? GET IT!