Social marketing for a better world

Newsletter September 2010

Bangkok, Thailand

TANGO girls pose at their booth during a press conference.

TANGO girls pose at their booth during a press conference.

DKT Healthcare (Thailand) Co., Ltd., a new program of DKT International, held a press conference about its new TANGO condoms at Enigma in Siam Paragon, a huge shopping mall in Bangkok, on August 18.  This event drew 55 reporters from television stations, magazines, radio programs, newspapers, and online media along with many celebrities.  When Mr. Chattarin Hongladarom, the Product Manager, introduced the five different lines of TANGO condoms, attendees were especially interested in the innovative packaging design of the condoms, the first of their kind in Thailand.   By the end of August, TANGO condoms were available in more than 880 outlets around the country.  One oral contraceptive brand, B-Lady, also is being marketed to sex workers who are interested in the continuous use of oral contraceptives.

Addis Ababa, Ethiopia

Embet Abu heads the Communications Department at DKT-Ethiopia.

Embet Abu heads the Communications Department at DKT-Ethiopia.

Embet Abu has been the head of the Communications Department for the last six years at DKT-Ethiopia.  She oversees all media promotions, including television, billboards, magazines, newspapers and radio throughout the country.  Under her leadership, DKT became a major sponsor for a 10K race as well as a co-sponsor of the Confidence Women’s Choice 5,000 meter race.  “I love working at DKT because of the open, conducive atmosphere,” Ms. Abu says.  “Here, you have the freedom to work and suggest ideas.  I also feel I am making a contribution to my country.  Young people in Ethiopia are dying of AIDS, and by promoting reproductive health, we are playing a good role in helping people.”

Maputo, Mozambique

DKT-Mozambique has a site on Facebook.

DKT-Mozambique has a site on Facebook.

Throughout the world, DKT is using social media to engage young people about family planning and HIV/AIDS issues.  DKT’s social media channels include Facebook, Twitter, Friendfeed, MySpace, YouTube, mobile phone applications, and new Web sites.  DKT-Mozambique, for example, has a growing presence on Facebook to advertise its Prudence condoms.  Although there are only 36,000 Facebook users in the entire country, almost 2,000 of them are registered as friends of Prudence.  There also are over 2,000 friends from South Africa, Malawi, Swaziland, Zimbabwe, Democratic Republic of Congo, Kenya, and Tanzania.  Mozambique’s Facebook site is growing fast.  Since mid-May, over 4,000 individuals have signed up to learn more about contraceptives.

Cape Town, South Africa

Regina Mlobeli is the Project Manager for DKT's South Africa HIV/AIDS Program.

Regina Mlobeli is the Project Manager for DKT's South Africa HIV/AIDS Program.

Regina Mlobeli is the Project Manager for the Banake Initiative, a unique DKT behavior change communication program aimed at reducing HIV/AIDS prevalence in Kayelitsha Township outside Cape Town, South Africa.  Overseeing this initiative is Ms. Mlobeli, a tireless and inspirational Project Manager whose field workers have interviewed over 160,000 of the 500,000 residents of Kayalitsha in the first 14 months.  She grew up in Cape Town and received a Master of Psychology degree from the University of Western Cape.  “I liked the DKT project because it was unique,” she said.  “I’m so excited about it sometimes it drives me crazy!  For years I thought of something like this, and while people said a project like this was needed, no one ever did it before…and DKT is still the only one.  If you’ve helped someone, you feel good at the end of the day.  We hear the unheard voices.”

Bihar, India

The Bhagalpur women's badminton team receives their prizes at a local sports tournament.

The Bhagalpur women's badminton team receives their prizes at a local sports tournament.

August was a busy month for Janani in the states of Bihar and Jharkhand, India.  DKT was involved in 89 local promotional events that reached over 200,000 people.   At the Disney Fair in Purnea, Janani publicized the family planning services available at its 35 Surya (“Sun”) clinics, including services for IUDs, sterilization, and abortion. Week-long fairs at Dhanbad and Bokaro attracted approximately 7,000 visitors to the Surya kiosk to receive free counseling about family planning.  And Janani sponsored three women’s sports tournaments in soccer and badminton where Surya banners about family planning and contraceptives were prominently displayed.

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