![]() In 2004, Corporate Voice Weber Shandwick (CVWS), in association with United State Agency for International Development (USAID) project Private Sector Partnership-One (PSP-One), ICICI Bank and the Union Ministry of Health and Family Welfare, launched a campaign mainly focused on married couples as its slogan ‘ Ek Duje Ke Liye’, encouraging husbands to care for the sexual health of their wives and also with the message that condom should be used within marital relationships 11. Numerous public awareness campaigns were launched to tackle the inhibitions and taboos that were associated with condoms and to encourage the use of condom. It was found that barrier to use condom included the embarrassment in buying condom and perception that condoms were for non-marital sex only and there is no need not use it in regular relationships 8, 9, 10. To create awareness of ‘Nirodh’, in late 1980s several TV commercial were developed, however, the message from these advertisements was not clear like what is condom, who use it, where to get it or distributed free of cost 7. Promotional activities were initiated through mass media (television, radio, print media) and interpersonal communication (health workers) to creating demand for the condom and, therefore, facilitating the social marketing strategy's success. The strategy of social marketing was to promote condom in reducing barriers that facilitate behaviour change. The social marketing of condom had begun with the launch of ‘Nirodh’ condoms by the government in 1968. At present there are numerous industries manufacturing national and international branded condoms in India. The current total production of HLL is 800 million pieces 6. Hence, another manufacturing unit in Belgaum, Karnataka, was set up in 1985. ![]() Through the Nirodh Marketing Programme in March 1972 it was estimated that monthly average use of condoms was up to 7 million pieces 7. Hindustan Latex Ltd (HLL), a government undertaking, was set up in Thiruvananthapuram, Kerala, India during 1966 as the first condom factory with the objective of producing good quality condoms for the National Family Planning Programme with an annual production of 144 million pieces 6. A distribution system was worked out which involved one-fourth free supply to health centres, and remaining three fourth for social and commercial marketing 6. ![]() In 1968, 400 million condoms were imported as branded ‘Nirodh’. The Indian Institute of Management (IIM) team suggested to the government to import condoms and sell them at 5 paise per condom which was affordable to the average Indian 5. To meet the demand, International agencies extended their help and recommended “social marketing” of condoms. It was accessible at a cost of 25 paise by a few wealthier populations while population growth rate was highest among the lower income groups. Multiple strategies would help in acceptance of male condom.Ĭondoms were available in India since decades ago. The role of media in the promotion of condom use was indicated as an important way to increase awareness and use. The reported problems related to condom use included non acceptance by partner, perceived ineffectiveness, less comfort, lack of sexual satisfaction, husband's alcohol use, depression, and anxiety, and not available at that instant. Specifically, the paper assesses research and programmes that have been carried out to increase the use of condom among couples determinants of condom use reason for not using condom and perception versus experience of condom failure. Here we present literature review of studies to understand the condom acceptability among couples in India. Despite efforts at various levels, the overall use of condom among couples in India is low. ![]() With the increasing prevalence and incidence of sexually transmitted infections (STIs) including HIV/AIDS, condom was also promoted as a dual method for protection against both unintended pregnancies as well as sexually transmitted infections. Condom was promoted as a family planning method through social marketing since its inception. The National Family Planning Programme of India had introduced condom as one of the family planning methods in the late1960s. ![]()
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