Social marketing for a better world

Reaching Poor and Marginalized Populations

Our mission is to provide high-quality, affordable products for HIV/AIDS prevention and family planning that are accessible to all socioeconomic groups and to groups at higher risk for unwanted pregnancies and STIs, such as sex workers. We use the following strategies to ensure our products are accessible to low-income, rural, and high-risk populations.

Outreach: DKT deploys outreach vans and community health workers to reach women in slums and poorer neighborhoods. DKT hosts information booths during market days in rural areas to raise awareness of modern contraceptive methods. DKT also targets poor and rural populations using deliver media that are most effective in reaching these populations, such as radio.

Keep Prices Low Relative to Consumer Income: DKT always prioritizes keeping products affordable for our lowest-income clients, even when it makes financial sustainability more difficult.  To ensure that product pricing is affordable to the poor, DKT utilizes a well-established formula to determine consumer prices for a one-year supply of contraceptives. In this way, and by regularly checking the prices of everyday consumer goods, DKT ensures that its contraceptives stay affordable throughout periods of economic change. In Ethiopia and the Democratic Republic of Congo, DKT’s condom brands are priced at less than 2 American cents in order to reach the poorest segments of the population.

Utilize Accessible Retail Spaces: DKT ensures that family planning products and services are available in rural, low-income, and high-risk areas by placing its products in sales outlets that are most accessible to both low-income and high-risk consumers, such as street kiosks, truck stops, brothels, and non-profit clinics. DKT also conducts awareness campaigns specifically targeted to sex workers at high risk of contracting HIV/AIDS.

Train and Support Providers: DKT increases the number of mid-level providers serving poor and rural populations through its social franchising work. We work to open clinics and increase the number of skilled providers in remote and poor areas, thereby making reproductive healthcare more accessible to these populations.

 

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