Social marketing for a better world

Newsletter August 2016

DKT International Newsletter
August 2016
Dear Friend of DKT,
DKT International remains committed to increasing access to high quality and affordable contraceptive services. As always, our goal is to give couples the resources they need to choose if and when to become parents.
Read on to learn how DKT is engaging youth to choose contraception, marketing condoms in Egypt, and expanding to West and Central African countries while maintaining transparency and accountability.
Thank you for your support in empowering women around the world.
Christopher Purdy
President

Fiesta Condom Ad Goes Viral in Egypt
 This ad reached 100,000 views on Facebook and YouTube
Egypt recently aired its first ad for condoms, a 30 second spot showcasing the new Fiesta Rocket brand. Within three weeks, the video reached over 100,000 views on Facebook and Youtube. Marketing condoms as a way to enhance the sexual experience is a key part of DKT’s success in attracting consumers. Advertisements like this are one way that DKT continues to revolutionize the family planning landscape in Egypt. In July alone, DKT Egypt provided 155,000 couple years of protection (CYPs).

New Programs in West and Central Africa
For our regional French-Speaking West and Central African program that began this year, DKT decided to forgo the expense of establishing an office in each country in favor of hubs that serve multiple countries. Offices in Senegal, Cote d’Ivoire, and Cameroon oversee operations in several countries, operate a toll free hotline for customers, and coordinate marketing and education efforts, including this new Kiss condom commercial. DKT will market a single umbrella brand to all countries in this region.
  DKT’s West Africa program will reach 8 countries by 2017
Critically, DKT has taken the time to conduct focus group testing to determine branding and advertising preferences so that DKT products will appeal to women in diverse countries. DKT believes that this compromise of operating fewer offices while ensuring culturally sensitive marketing will allow us to both keep costs down and provide high quality care.
These new programs as well as the strategic decisions behind them are highlighted in a DKT article for
Philanthropy News Journal, “Using Regional Approaches to Solve Social Problems: Taking a Page from the Private Sector Playbook”, which underscores DKT’s commitment to finding innovative ways to expand services to new populations in a cost effective and sustainable manner.
Outreach in Pakistan
Ads for DKT clinics reached 37% of Pakistani women age 18-40
 
Pakistan can be a difficult place to provide reproductive health care. Even so, DKT currently operates over 1,000 clinics throughout Pakistan to ensure that women from all backgrounds have access to family planning. To raise awareness of our clinics among both rural and urban populations, DKT aired this advertisement on 9 television and 4 radio stations. Our projections estimate that these ads reached over 37.3% of women between the ages of 18 and 40.
A Commitment to Transparency
DKT President Chris Purdy’s recent article Non-profit Beacons: Why Shining Light on Results can be Illuminating highlights the importance of transparency in non-profit management. Just as for-profit businesses are accountable to their shareholders, DKT believes nonprofits should be accountable to stakeholders. That’s partly why DKT meticulously tracks the number of services we provide. This information, along with ourfinancial statements and annual reports are easily accessible on our website.
International Youth Day
DKT staff teach teens about family planning and menstrual hygiene
August 12th marked International Youth Day. With more adolescents entering reproductive age than ever before, DKT knows that we must engage young people both to use contraception responsibly and to be leaders in the movement for access to family planning. The DKT program in Bihar, India recently participated in a gender equality fair for teenage girls. At this event, DKT staff provided information about contraceptive services as well as free sanitary products and information about menstrual hygiene, which is critical to keeping girls in school.
DKT launches new youth program in the DRC
 
This July in the Democratic Republic of the Congo, DKT created a new youth program Batela Lobi Na Yo(Protect your Future). At the kickoff event, DKT provided overviews of contraceptive methods and hosted a panel of doctors to inspire teens considering medical careers. The launch was covered by four major television stations, reaching thousands of viewers. July was also the DRC’s best month ever in terms of years of protection provided to couples– over 64,000 CYPs.
 

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In This Issue

Fiesta Ad Goes Viral in Egypt 
Regional Programs in West and Central Africa
 
Media Outreach in Pakistan
A Commitment to Transparency
 
International Youth Day
 
 

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