USAID Social Marketing for HIV Prevention Project Semi Annual Report Oct 11 - March 12

Between October 2011 and March 2012, the project sold 3,333,360 male condoms, including 3,270,000 Number One social marketing condoms and 63,360 Karol commercial condoms. This represents 37% of the FY12 annual target of 9 million condoms, a 55% increase over the FY11 target of 5.8 million. The project invested in motivating the trade to routinely provide condoms to customers through the implementation of a trade incentives program. Both Number One and Karol condoms were sold through hotels and guesthouses, where an estimated 90% of reported commercial sex takes place, and other non-traditional outlets (NTOs) conveniently accessible to MARP. Efforts to support the sale and promotion of Karol commercial condoms were launched during the reporting period, in conjunction with the project's total market approach (TMA) objectives. Condom Coordination Meetings were facilitated in 6 provinces during the reporting period, resulting in agreement to reduce distribution of fully-subsidized free condoms in all provinces in support of TMA objectives. The estimated need for Protector Plus (fully subsidized) condoms reduced significantly as a result, from 3.3 million in FY11 to 1.3 million in FY12. During the same period, 89,040 Number One Plus water-based lubricant co-packaged with condoms were sold to venues accessible to men who have sex with men (MSM) and sex workers (SW), representing 18% of the annual target. The project also distributed 1,200 female condoms free of charge by outreach workers serving sex workers in three provinces. Distribution of female condoms was limited during the reporting period due to low stock levels, but the project received 44,490 female condoms on 6 March 2012 and resumed targeted distribution. The project's sales team worked closely with Provincial AIDS Committees in 9 provinces to review the list of NTOs and high-risk venues covered by outreach programs, with a view towards improving social marketing coverage in areas conveniently accessible to MARP. The project collaborated with the DFID/WB supported condom social marketing project by co-leading CSM trainings and related market visits for participants representing numerous provinces. In October 2012, the project organized a consultative trade marketing strategy development exercise facilitated by PSI's global trade marketing expert and PSI/Romania Country Director Mr. Dragos Gavrilescu. Commercial distributors, media agencies, as well as PAC partners and representatives from the Health Policy Initiative (HPI) project participated in the consultative workshop to review insights from the trade as well as recent trade marketing experiments and research conducted by the project. The outcome of the workshop was a trade marketing strategy designed to motivate hotel/guesthouse decision-makers to display condoms as well as condom promotional materials and to routinely provide condoms to all customers. Based on the outcomes of this consultative exercise, the project invested in a mystery shopper campaign and related trade marketing incentives to motivate hotels and guesthouses in 8 provinces to stock and promote condoms to every customer. The project also supported 100% Condom Use Program (CUP) goals in An Giang and other provinces through continued efforts to increase convenient accessibility and visibility of condoms at outlets where commercial sex takes place, as well as support for advocacy with provincial as well as district level officials. The project collaborated with Ho Chi Minh City Provincial AIDS Committee to organize meetings to advocate for 100% CUP with provincial as well as district level stakeholders. The project developed two campaigns designed to increase consistent condom use and grow Vietnam's total condom market. The "Nho Toi Moi Lan" campaign was launched in December 2011 and implemented in 7 provinces to address factors correlated with consistent condom use among 4 MARP sub-groups. This campaign was endorsed by VAAC to further promote consistent use of the national 100% CUP logo and support related, national HIV prevention goals. The "Public Use Campaign" was designed to contribute to the project's TMA goal of increasing the proportion of hotels and guesthouses stocking commercial brands. The project successfully negotiated with commercial condom company TCS to cover 11% of costs associated with the first Mystery Shopper Campaign designed to promote Karol sales. During the first month of the partnership, 63,360 Karol condoms were sold. SM Project staff members joined USAID, HPI, SMART TA, and other stakeholders in joint field visits to assess opportunities to expand 100% CUP