POPULATION SERVICES INTERNATIONAL VIETNAM

Communication Brief for Number One Condom

June, 2007

  1. PURPOSE OF THIS BRIEF

PSI/Vietnam is implementing a targeted condom social marketing program in Vietnam. The objective of the program isto increase correct and consistent condom use among most at risk populations (MARPs), including: Clients of Sex workers [CSW], Sex workers [SW], Injecting Drug Users [IDU] and Men who have sex with Men [MSM].The targeted CSM program launch Number One male condoms in Vietnam and promote and sell Number One condoms in six cities/provinces with a focus on distribution in non-traditional outlets and high risk sites where MARPs often frequent.

As a new product, Number One condoms needs to be introduced to MARPs as a high quality andaffordable product that is designed to meet “their own” needs for HIV prevention. PSI would like to develop a launch campaign that will build brand appeal and recognition, gain the trust of MARPs, and inform MARPs where and how much Number One can be purchased.

  1. BACKGROUND INFORMATION

1. Whois PSI?

PSI is the leading social marketing organization in the world. PSI is a non-profit NGO with a focus on HIV/AIDS prevention, family planning and social marketing of maternal and child health products and services for the poorest and most vulnerable sectors of the population. PSI develops, manages and implements health promotion projects in over 64 countries around the globe. PSI began operations in Vietnam in early 2005 working primarily on promoting HIV Voluntary Counseling and Testing (VCT) services, as well as safe water systems and harm reduction activities with IDUs. PSI works in cooperation with Vietnam’s Provincial AIDS Committees/Centers (PACs) in target provinces, including Hanoi, Ho Chi Minh City (HCMC), Can Tho, An Giang, Hai Phong, and Quang Ninh to reduce HIV incidence among vulnerable and high risk groups through behavior change communication and social marketing campaigns.

2. Rationale for PSI to launch Number One Condom

  • To increase condom use among high risk groups in Vietnam (Clients, SWs, IDUs, MSM)
  • To provide a quality product for HIV prevention for target groups
  • PSI is a social marketing organization that aims at improving sexual health in Vietnam

3. Overview of the current condom market

Recently, the condom market has been diversified with a lot of different models, styles, quality and trade marks. However, according to a recent survey done by DKT International, among condom reported by interviewees, the condom OK was mentioned at a rate (97.8%) much higher than the others (44.3% for “Hello”; 42.5% for “Yes”; 34.2% for “Super Trust” and 52.2% for others). In the overall condom selling market, OK has 59% of market share, Trust has 20% and the third place is occupied with Hello at 6% market share. The OK condom is popular because of its name is easy to read and remember, it is extensively advertised much on mass media and has been around for a long time. For Vietnamese consumers, OK become a synonym for condoms. The condom OK is familiar with not only the target groups but also with others when talking about condoms.

4. PSI’s marketing strategies for Number One Condom:

  • To position Number One as the product that is trusted & used by our target groups

–Normalize condom use within these groups

–Appeals to them as a quality product speaks to their needs

–Is seen as ‘their own’ condom by each of the groups

  • Create brand awareness

–To increase brand recognition so that Number One is top of mind to at least 10% in our target groups

  • Address barriers to condom use within the target groups
  • Have a wide coverage among target groups (clients, SW, MSM & IDU)

III. SCOPE OF WORK:

1.Target groups:

Following are brief descriptions ofMARPsand their perceived barriers to condom use. For a more extensive and detailed description of these target groups, please refer to the enclosed Target Groups and Behavioral Barriers Analysis.

a) Sex Workers (SWs)

  • They often trade unprotected sex for money
  • They have low condom negotiation power with clients and they lack of self efficacy to ask for condom use with clients
  • Many are either married or with regular partners, and report inconsistent condom use with their regular partners

b) Client of Sex Workers

  • Clients of SWs are now regarded as a “bridge population” for HIV transmission from high-risk behavior groups to the general population. In some provinces, they now become the largest single group of new HIV infections.
  • They have low consistent condom use with SWs due to influence of alcohol and misperception (healthy/beautiful SWs are safe); and even less common condom use with their spouses/girlfriends
  • They don’t think they put themselves or their wives/girlfriends at risk by visiting SWs and not using condoms with SWs
  • They perceive some condoms to have quality issues i.e. they think condom may reduce pleasure and/or that condoms smell

c) Injecting Drug Users

  • IDUs are among the largest HIV transmitters in Vietnam and most of them are sexually active, reporting having commercial as well as regular sex partners.
  • They have inconsistent condom use with SWs due to misperception(healthy/attractive looking SWs are safe)
  • They have low condom use with regular sex partners as they perceive it’s not necessary/inappropriate to use condoms with regular partners

d) Men who have Sex with Men (MSM)

  • MSM have intensive sexual life (high frequency of sexual intercourse, high numbers of sexual partners) and significant numbers of MSM selling sex in Vietnam
  • Many MSM have heterosexual partners
  • High rate of unsafe sex: inconsistent condom and lubricant use due to:
  • low perception of risk
  • wrong knowledge (anal sex is safe), and
  • condoms smell and/or insufficient amount of lubricants

2. Number One Condom Positioning

Increase brand awareness & condom use of Number One Condom among target groups by:

  • Communicating that Number One Condom is their condom of choice
  • Communicating that Number One Condom is designed for them (high quality, international product at affordable prices)
  • Communicating that Number One Condom is“their friend” who understands them & really cares about their health and happiness
  • Number One Condom combines pleasure & fun with health & protection

Rationales for the positioning statement are:

  • The only way to be accepted by the target groups is

•Understand their concerns and specific needs

•Fit in as a ‘friend’ (risky sex tends to be a social activity)

•Provide protection without taking away the fun & pleasure

•Given the existing discrimination towards these target groups, it is important that the branding and the image of the condom are aspirational & appealing.Even though this product will be highly targeted, PSI still wishes the condom Number 1 to be perceived as international, high quality product for a wide audience

  • If the branding suggests too openly/obviously that Number One is “for prostitutes” or “for gay men” or “IDU” or “clients of SW”, it will not appeal to the target groups
  • Given the level of targeting needed for this product, PSI will not advertise in the mass media. It will be a highly targeted communication campaign

3. Final Outcomes and Desired Consumer Response:

At the end of the campaign, MARPs will look for and purchase Number One condoms to protect themselves from HIV infection. Specifically:

  • Number One brand recognition is top of mind to at least 10% among MARPs
  • MARPs feel that Number One Condom was designed for them as high quality, affordable, and appealing product
  • MARPs feel that using Number One condoms is normal among their groups
  • MARPs feel confident that they can locate, purchase and use Number One Condoms

4. Main communication objectives (Key messages)

  • Number One Condom is “your friend” who understand you & really cares about your health and happiness
  • Number One Condom is high quality, international product at affordable price, geared towards empowering MARPs to keep themselves (and their loved ones) safe.
  • Number One Condom combines pleasure & fun with health & protection
  • Number One Condom is available wherever you go, whenever you need

5. Additional Considerations:

  • The brand identity should have appeal and aspirationalacross target groups.
  • Should reflect healthiness and love harmony: fun method to protect themselves and protect their loved ones
  • Should be have legs and be ‘campaignable’: each piece linked together.
  • Don’t create stigma against MARPs (if the branding suggests too openly/obviously that Number One is “for prostitutes” or “for gay men” or “IDU” or “clients of SWs”, it will not appeal to MARPs)

6. Specific Communication Tasks

The agency will be provided with the Number Onecondom marketing materialsdeveloped by other PSI programs in order to adapt/revise for PSI VietnamNumber One campaigntargeting MARPs. Creative agency need to develop a creative positioning slogan, appropriate pictures, taglines, conception of different communication materials using different media, and covering different topics related to each of target groups of Number One condom for the required materials/items are specified as follows:

Media / Description / Purpose/objective
Point of purchase /
  • Vinyl banners
  • Poster
  • Danglers/stickers
  • Display cases etc.
/
  • Inform consumers on where to find the products,
  • Increase brand awareness
  • Provide pricing info
  • Communicate key branded messages

Consumer/Retail outlet leaflets /
  • Branded brochures promoting use of Number Onedistributed through IPC and outlets
/
  • Address identified barriers to condom use among each target group
  • Promote Number One as “a friend” providing protection without taking away fun and pleasure

Promotional items /
  • Towels
  • Glasses
  • Coasters
  • Menu plastic holders
  • T Shirts
  • Baseball cap
  • Display cases
  • Big Umbrella
  • Cup
/
  • Increase brand awareness
  • Encourage NTO owners to carry Number One
  • Normalize condom use among target groups

7. Time schedule

  • Introductory briefing and discussionsBy June 18, 2007
  • Get the marketing material from Myanmar/ CambodiaBy June 18,2007
  • PSI send out brief to agencyBy June 29, 2007
  • Agency presentation to PSIBy July9, 2007
  • Creative finalization including pre testsBy July 16, 2007
  • Production including pre and post testsBy July 27, 2007
  • LaunchBy August 1, 2007

The agency should demonstrate their ability to carry out the proposed work in the time frame specified.

Attachments:

Target groups and behavioral barriers analysis

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