Social marketing for a better world

Newsletter June 2011

DKT Interview with the Center for Health Market Innovation

An Advertisement for Fiesta condoms in Turkey.

An Advertisement for Fiesta condoms in Turkey.

Recently, Christopher Purdy, DKT’s executive vice president, was interviewed by the Center for Health Market Innovation’s blog. In his interview, he pointed out that DKT served 22 million couples in 2010, making it the largest private provider of family planning services in the developing world. Purdy attributed much of DKT’s success to its consumer orientation.  “Everything we do is consumer driven. We seek to learn what the consumer issues are and how consumers see the world, through focus group discussions, formal quantitative interviews, anecdotal information, research and information in the public domain.” Learn more about DKT’s consumer mentality by reading the full interview with Purdy at http://healthmarketinnovations.org/blog/2011/may/12/social-marketing-next-chapter.

DKT Awarded Coveted Rating for Financial Efficiency by Charity Navigator

DKT International is at the top of the list.

DKT International is at the top of the list.

Recently, DKT received a coveted honor by being named as #1 in Charity Navigator’s list of top 10 consistently excellent charities. For the sixth year in a row DKT also earned Charity Navigator’s four-star rating. As the letter from Charity Navigator stated, “We are proud to announce DKT International has earned our sixth consecutive 4-star rating for its ability to efficiently manage and grow its finances. Only 4 % of the charities we rate have received at least 6 consecutive 4-star evaluations, indicating that DKT International consistently executes its mission in a fiscally responsible way, and outperforms most other charities in America. This ‘exceptional’ designation from Charity Navigator differentiates DKT International from its peers and demonstrates to the public it is worthy of their trust.” For the link, visit http://www.charitynavigator.org/index.cfm?bay=topten.detail&listid=13.

DKT-Brazil Sells more than 1 Billion Condoms

A billboard advertisement for DKT's Prudence condoms in Brazil.

A billboard advertisement for DKT's Prudence condoms in Brazil.

DKT-Brazil celebrated selling its one-billionth condom this month with a new advertisement campaign for its popular Prudence condoms. The campaign includes an enticing tag line:  “The pleasure is waiting for you.” Apparently the public agrees. From January through April of this year, DKT sold over 33 million Prudence condoms, bringing cumulative sales since 1990 to more than 1 billion. In Brazil and other Latin American countries, you can purchase Prudence condoms in more than 18 different condom variants, including ultra thin, extra large, classic, dotted, ribbed and with tastes like strawberry, grape, chocolate, mint, banana, tutti-frutti, and a party pack mix. For more information, visit the DKT-Brazil Web site at www.useprudence.com.br.

 

Running to Promote Family Planning in Ethiopia

The winner of Ethiopia's "WOMAN FIRST" race crosses the finish line.

The winner of Ethiopia's "WOMAN FIRST" race crosses the finish line.

In Ethiopia, racing is a national pastime, and DKT-Ethiopia has been using running as a means to promote reproductive health. DKT has been a sponsor of the Great Ethiopian Run, Africa’s most popular 10-K, since 2001 and has been the prime sponsor of the women’s run since it began in 2004. This race is a stepping stone for young and emerging female athletes and a venue to promote women’s issues. On March 13, 2011, the WOMEN FIRST 5km run attracted 9,000 women and girls from all walks of life. Over the years, the race has featured different themes about empowering women, such as equal education for all. In previous races, DKT has promoted Confidence injectable contraceptives and Choice contraceptive pills.

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