Trust express: an innovative way of marketing condoms

Abstract

OBJECTIVE: The advent of HIV/AIDS in the Philippines and the increased awareness of the risks associated with this menace has made the acceptance of condoms as a preventive tool. However, a good number of people still do not use condoms because of fear of "getting humiliated" if seen buying them. This 3-month pilot project was conceived to gauge the effectivity of a confidential, fast and effective means of accessing condoms through door-to-door delivery. METHODS: To generate awareness to the project, DKT International, Inc., the social marketing NGO proponent, hosted a press conference and distributed cards of introduction which describes the mechanics and the operational area which is about 9 sq.km., covering 30% residential and 70% business offices. Three telemarketers with HIV/AIDS training and 2 motorized delivery personnel were hired to work from 3pm to 11pm. Weekly and monthly reports were submitted to assess the impact and effectivity. RESULTS: Of the total calls received, 60% was confirmed and served, 15% originated from outside of the operational area, 10% came from members of the press both local and international, the remaining 15% were inquiries, prank and wrong numbers. 85% of the served calls were males and 15% were females. The project was able to generate media exposure with an estimated cost of more than a quarter of a million pesos. CONCLUSIONS: This innovative way of promoting and distributing condoms could very well break the barrier of the fear of humiliation in purchasing condoms. The pilot project is deemed a success considering the socio-cultural factors affecting HIV/AIDS intervention in the Philippines. Media exposure alone was able to generate tremendous public awareness to condoms in general, and to TRUST Quality Condom in particular