Focus Areas
Shift Behaviors through Social Marketing
Social marketing has been used by global health practitioners since the 1960s to address some of the most complex health and social challenges. Contraceptive social marketing applies commercial marketing approaches to raise awareness about sexual and reproductive health and promote behavior change.
Social marketing has rapidly evolved beyond traditional print, radio, and TV. DKT’s dynamic, 360-degree digital engagement strategy encompasses next-generation advertising, including social media, digital platforms and AI-powered support, and telemedicine, meeting audiences wherever they are, with precision and impact.
Bold Approaches
DKT’s local teams are mindful of their own country’s cultural sensitivities and social dynamics, but are dedicated to crafting bold campaigns that challenge social norms. We don’t shy away from taboo topics at DKT, but we do respect boundaries. DKT uses marketing and behavior change campaigns to push the agenda forward with fun and thoughtful programming that brings positive change.
Multi-Platform Marketing
In addition to mass media, traditional trade marketing is an important component of communicating benefits of our products. Displays are thoughtfully developed and positioned in outlets to engage consumers. This approach ensures everyone has an opportunity to learn about and use our products, regardless of their connection to technology or access to mass media.
Trusted Messaging
DKT leverages the wide reach of social media to showcase our products and brands. DKT partners with local talent—popular influencers and trusted providers—through advertisements, talk shows, and campaigns. By working with well-known and respected thought leaders, DKT reaches young people where they are and challenges misconceptions about sexual and reproductive health.
DKT Brands and Products
DKT markets a wide range of sexual health products to meet every lifestyle. Our contraceptive and reproductive health products are the lifeblood of DKT programs, offering modern choices that empower consumers. DKT works hard to ensure that we meet customer expectations and needs, segmenting markets with different product offerings at different prices, and through varied distribution channels.
Eye-Catching Strategies
DKT’s advertising campaigns are inspired by the real lives, cultures, and conversations happening in the communities we serve. Grounded in thorough consumer research and shaped by local insights, our content is created by local teams and produced in partnership with top marketing agencies to reflect what matters most. Our messages are tailored and tested to resonate with target audiences on TV, radio, social media, and other platforms where our audience is already tuned in.
Explore some examples of DKT’s ads on our YouTube channel.
Sex-Positive Ads Focused on Contraception
Paid, Earned & Shared Media with Local Influencers
Radio Programs and Podcasting
Billboards and Trade Marketing
Events and Promotions
Benefits of Social Marketing
By using existing private sector infrastructure and commercial marketing strategies, DKT leverages social marketing approaches to reach millions of prospective customers with information about HIV prevention, contraception, and safe abortion. Social marketing is:
Non-Patronizing
DKT’s products are not perceived as charity by consumers, who voluntarily spend their own money to obtain a product or service. Therefore, these programs are coercion-proof. Indeed, because of our strong brands, most consumers are unaware that the products they purchase are affiliated with a non-profit organization.
Cost Effective
Charging a small price for reproductive health products and services has several advantages:
- Retailers and service providers make a small profit when selling products, motivating them to keep our products in stock.
- Purchased products are more likely to be used than products that are given away for free, reducing waste.
- Customers have greater confidence in the efficacy of purchased contraceptives and prefer buying them over receiving them for free at government clinics.
Scalable
Our teams leverage existing infrastructure, including health service delivery networks, pharmacies, and retail spaces (drug shops, gas stations, etc.), making it possible to quickly scale up product delivery to thousands of outlets.
Supporting Healthy Behaviors
At DKT, we challenge cultural norms and bust stigma about reproductive health through targeted behavior change campaigns. DKT conducts extensive market research to understand what messaging resonates with consumers, and doesn’t shy away from introducing humor and fun into campaigns.
Our advertisements challenge misconceptions, dispel myths, and provide new knowledge that empowers individuals to take control of their own reproductive lives and make more informed choices. When we positively influence attitudes and beliefs, we pave the way for healthier decisions.
