Fruity, Fun and Safe

Creating a Youth Condom Brand in Indonesia

Datos Bibliográficos

ID3972467
AutoresChristopher H Purdy, Christopher Purdy (autor de correspondencia)
Año2006
Volumen14
Número28
Páginas127-134
Fecha de publicación2006-01-01
Peer ReviewedSí
Open AccessNo
TipoARTICLE
RevistaReproductive Health Matters (JOURNAL)
Identificadores de la revistaISSN: 0968-8080 • E-ISSN: 1460-9576
EditorialInforma UK Limited (PUBLISHER • GB)
DOI10.1016/s0968-8080(06)28256-9
PMID17101431
OpenAlexW2073832677
IdiomaEN
Citas recibidas8
Referencias citadas1

DKT Indonesia, a social marketing enterprise, undertook research among young people in Indonesia to develop a strategy to heighten understanding of safer sex and increase the availability and use of condoms among sexually active youth. The centerpiece of this campaign was the launch in 2003 of Fiesta condoms, with a range of flavours, colours, shapes and pricing aimed to appeal to young people. Working with key commercial and NGO partners, distribution has focused on places where young people often congregate and shop. The campaign relies heavily on the media, including TV commercials, radio talk shows, print media and mobile text messaging. DKT has also partnered with MTV, the Staying Alive campaign and other NGO and private sector partners to educate young people on a range of reproductive and sexual health issues. Based on retail audits and focus group discussions, the Fiesta brand has been a success. In three years, it has gained a 10% share of the condom market and helped to increase overall condom sales by 22%. Young people identify Fiesta as "their" brand and have started to use Fiesta condoms in significant numbers

Advertising · Audit · Business · Condom · Environmental health · Family medicine · Focus group · Population · Reproductive health · Social marketing · Islamic Finance and Communication · Medicine · Marketing