Social marketing for a better world

Newsletter February 2011

Helping Reduce HIV in Khayelitsha Township, South Africa

Sanele Luthuli is one of DKT-South Africa's Xhosa-speaking field workers.

Sanele Luthuli is one of DKT-South Africa's Xhosa-speaking field workers.

Sanele Luthuli was born in Durban, South Africa.  He came to Khayelitsha Township outside Cape Town to visit his aunt and became a field worker for DKT-South Africa’s innovative HIV/AIDS prevention program outside of Cape Town.  DKT has changed my life a lot, says Luthuli.  When I first came to DKT, I couldn’t talk to people a lot.  I talk to people now.  I am healthy, happy, and working for a job that I really love.  Thirty percent of the people in Khayelitsha are HIV positive.  I pray for DKT to expand so we can keep on helping people and these people can keep on helping others.

Midwife Training in Jakarta, Indonesia

In Indonesia, DKT trains midwives and promotes them as reliable family planning providers.

In Indonesia, DKT trains midwives and promotes them as reliable family planning providers.

In 2010, DKT-Indonesia marketed over 183,000 IUDs, 20,000 implants, and an average of 15,000 misoprostol tablets a month.  One of the keys to DKT’s success in Indonesia is its extensive training program.  In 2010, DKT trained 16,144 midwives in the use of long-term family planning methods and expanded its Andalan franchise activities to over 6,000 midwives.  These activities will lead to an increase in the modern contraceptive prevalence rate and a decline in unwanted births, maternal mortality, and unsafe abortions in Indonesia.

IUD Sales in Mumbai, India

DKT-Mumbai uses real-life television advertisements to promote IUDs.

DKT-Mumbai uses real-life television advertisements to promote IUDs.

DKT’s IUD sales in India have boomed in 2010, growing 50 percent in comparison to the previous year.  One reason is DKT’s successful mass media advertising campaign, which uses a down-to-earth series of real-life users of IUDs to talk about their benefits.  Advertisements have been aired over a five-month period on three national television channels.  Radio adaptations of the testimonials were aired over the summer and press advertisements in regional languages were placed in newspapers and magazines at the same time. To see all of DKT-Mumbai’s television commercials on IUDs and medical abortion – the first ever television commercials on this technique – go to www.youtube.com/user/dktindiakare.

Selling Contraceptives in Alexandria, Egypt

Eman Mohamed Abdel-Aziz is a medical representative for DKT in Alexandria, Egypt.

Eman Mohamed Abdel-Aziz is a medical representative for DKT in Alexandria, Egypt.

As a child, Eman Mohamed Abdel-Aziz lived with her parents in Tripoli, Libya for 10 years.  She studied science, physics and chemistry and worked for NOVA Pharmaceuticals as a medical representative.  Abdel-Aziz came to DKT-Egypt in 2007 as a medical representative in Alexandria, Egypt, visiting doctors, hospitals, private clinics, and pharmacies. What does she think of her work?  “I love it!  I go to different places all the time.  It’s not a routine, it’s a creation.  It’s a good opportunity to express myself, be a good listener, and know how to handle all objections.  “I love to present our portfolio of contraceptive products:  IUDs, injections …it’s a benefit for the patient.  They have a choice of affordable methods to prevent unintended pregnancies.”

Safe, Affordable Condoms in Maputo, Mozambique

DKT-Mozambique advertises its brand of Prudence condoms everywhere.

DKT-Mozambique advertises its brand of Prudence condoms everywhere.

Prudence Condom T-Shirts in Mozambique

Prudence Condom T-Shirts in Mozambique

DKT’s growing contraceptive sales in Mozambique are heavily dependent on advertising. Every day, DKT-Mozambique delivery trucks leave DKT’s headquarters in Maputo to deliver contraceptive products.  This truck, with Prudence much in evidence on the side doors, is ready to leave for a trip to the small city of Xai Xai, several hours away.  A sign in Maputo advertises condoms with the phrase “sinta prazer,” which means “feel the pleasure” in Portuguese.  On the way to Xai Xai, a woman pictured in front of her small store holds a box of Prudence condoms while wearing her new Prudence promotional T-shirt.

Advertising safe, affordable condoms is one of DKT’s techniques to increase the national contraceptive prevalence rate in this growing sub-Sahara country.

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