Social marketing
Successful anti-AIDS campaign in Niger
Behavioural changes are difficult to bring about, especially in private matters. The issue of family planning and AIDS is, therefore, a very delicate one that requires a great deal of sensitivity. The example of Niger is a case in point. After a failed attempt, the Government of Niger found a successful approach with the support of KfW Entwicklungsbank that takes into account the cultural characteristics of the country.
The situation was extremely difficult to start with. The landlocked African country has the world's highest population growth, and poverty and misery are widespread. On average, women in Niger give birth to more than seven children, half of whom suffer from malnutrition. At the same time, HIV infections are on the rise, at least in the usual high-risk groups such as lorry drivers or prostitutes. All these factors are arguments in favour of promoting the distribution of condoms and other contraceptives.
A first attempt at educating the population about the dangers of AIDS and numerous pregnancies failed in the mid-1990s. Muslim clerics considered larger-than-life billboards encouraging the use of condoms to be undignified and denigrating, so they ordered them to be torn down systematically.
A carefully designed and planned campaign
Almost ten years later, and with the support of KfW Entwicklungsbank, the country made a new attempt at what is called "social marketing", an approach that applies conventional marketing methods yet without the intention of selling products but for the purpose of changing people's behaviour or conveying knowledge. This time, the issue was treated with greater care and circumspection.
With the support of KfW, a national social marketing organisation by the name of "Animas-Sutura" was founded; it is now recognised as a central instrument in the implementation of the national population policy and AIDS strategy. Its objective is to distribute condoms and other contraceptives in a way that makes them accessible to every man and woman in Niger no matter where they live. Of course, this mission is also coupled with the hope of changing people's behaviour and slowing down both the increasing HIV infection rate and the spiralling population growth, as well as lowering the unmet demand for contraceptives.
The campaign logo: a traditional foula hat
With the aim of preventing a repeat of the events of the 1990s, this time the campaign directors paid attention to the customs and traditions of the country. For example, an appropriate logo was chosen to encourage greater use of condoms. It shows a traditional foula hat, known for the excellent protection it affords against the country’s intense sun - a reference to the protection which condoms offer, too.
In order to introduce the new brand, prominent partners were recruited, including Balla Harouna, Niger's popular wrestling champion, whose image was displayed on the first poster advertising Foula condoms.
The brand, which soon spread to many parts of the country, was also supported by an intensive radio campaign. This contributed to its success, which was also brought about by the many different unusual distribution channels. These include anti-AIDS kiosks along major highways and lorry routes, taxi drivers and travelling vendors who make condoms available at changing and unusual locations, ensuring anonymity.
Involving confidantes
In more than 100 villages, so-called "femmes relais", women who are well respected in the village, were trained in issues related to diseases and family planning. They are recognised as persons of confidence and hold regular women's meetings, moderate discussions, distribute condoms and demonstrate how they are used properly, give advice in the use of water purification tablets, mosquito nets, and much more.
After several years of social marketing in Niger, it is clear that the effort has been worthwhile. The campaign has been accepted, even in religious circles. A flurry of new kiosks and sales outlets opened up and over 16 million condoms were distributed between 2003 and 2008. The self-set goals have thus been overachieved.
Good marks from independent experts
HIV/AIDS experts of the "HIV Peer Review Group" have recently
evaluated the project against eight different criteria. The result:
it meets all eight evaluated categories (such as effectiveness,
replicability to other projects, participatory approach, gender
sensitivity, etc) and was rated by independent experts as a model
project - a success for "Animas-Sutura" and KfW
Entwicklungsbank.
Since the campaign was so well received there are now plans to
expand the product line. Oral contraceptives are to be added and
the network is to be extended into hitherto unserved regions.
Mobile units will drive across the country into very remote areas
so that one day every single adult in the country will have access
to contraceptives if they choose to use them.
Further Information
24 November 2009
