AID cooperative agreement no. 623-0249-A-00-3010-00 with the Population Services International (PSI) for the Botswana population sector assistance project

PSI will develop a nationwide condom sales and promotion program to be known as the Botswana Social Marketing Program (BSMP) to increase access to affordable condoms. The BSMP will market a high quality condom, branded and packaged to appeal to Botswanans, through traditional commercial distribution networks, as well as through nontraditional outlets such as workplaces, bars, hotels, barbershops, and market stalls. PSI will contract with an established local distributor, and provide it with supplementary training in marketing finance, logistics management, and quality assurance. An aggressive promotion and advertising campaign will generate awareness and motivate purchase of the condom; in addition to programs designed to reach the general population, promotional efforts will focus on high-risk groups including young adults, truck drivers, migrant workers, women frequenting bars, and commercial sex workers. The goal is sell over 2 million condoms during the 3-year project. Finally, PSI will establish a local NGO as an affiliate and groom it to take over responsibility for the BSMP gradually, over a 5- to 7-year period.