Social Marketing Lubricant in Developing Countries

IRMA Webinar, August 29, 2011

Beth SkorochodHIV Communications Technical AdvisorPopulation Services International (PSI)

Social • marketing(so shel • mar kit ing) n. 1.The application of marketing concepts and techniques to influence behavior among a target audi-ence in order to benefit themselves and society.

PSI field offices with lubricant programs include:

AngolaBelizeCambodiaChinaCosta RicaDominican RepublicEl SalvadorGuatemalaHondurasIndia

LaosMexicoMyanmarNicaraguaNigeriaPanamaPapua New GuineaRomaniaTogoThailand

Reasons PSI Markets Lubricant

• To increase use of condoms• To reduce likelihood of breakage• Unavailability of lube to many

populations• Cost barriers• Reported high use of oil-based

lubricants among key populations• Potential for anti-HIV properties• Potential to establish market for

microbicides

Challenges to Marketing Lube

• Lubricant often implies ‘loose’ sexual behavior

• Preference for ‘dry’ sex in some cultures

• High cost of lube; need for subsidy

• Requires specific and applied formative research

• Measuring impact

More Challenges to Marketing Lube

• Absence of international standards for lube

• As suppliers create new products with novel features (such as tingling, warming, flavors), struggle to know if ingredients can be substituted for new ones

• Need for increased evidence on safety and effectiveness

Successes in Lube Marketing 

• Provide instruction: how much, where, when

• Provide free samples• Bundle with male and/or

female condoms• Targeted sales to key

populations (MSM, SWs)• Identify willingness to pay• Demand creation campaigns• Audience insight

Key Messages to Market Lube• Always use with a condom• PLEASURE• Improves condom durability; less breakage• Important difference with oil-based lubricants• Lubricants improve ALL condoms• Lube isn’t a luxury; it’s essential for

condom use (like PB&J)• Risks of dry sex

1 1 2 0 1 9 T H S T R E E T , N W | S U I T E 6 0 0

W A S H I N G T O N , D C 2 0 0 3 6

P S I . O R G | T W I T T E R : @ P S I H E A LT H Y L I V E S | B L O G : P S I H E A LT H Y L I V E S . C O M

Thank you

PSI