DKT uses digital, social and mass media to change behavior and influence target audiences to adopt healthy products and services. DKT frequently experiments with new marketing approaches to reach young and under-served populations, and tailors its campaigns for specific cultural contexts.
For many years, DKT has promoted its contraceptive brands and clinical services through mass media — TV, radio, print, outdoor and digital advertising. More recently, many DKT programs have started active Facebook, Twitter, Instagram and YouTube platforms to promote their programs and brands. Here are a few examples of DKT’s use of both mass and social media:
Mass media: DKT Indonesia introduced two ground-breaking TV ads to promote IUDs to married couples for sexual pleasure. In a country that values discretion, these commercials linked IUDs to sexual pleasure and other benefits of using a long term, reversible method. One ad targeted women and the other targeted men. In India, DKT aired a pioneering advertisement on medical abortion that, to our knowledge, is the first and only TV advertisement for medical abortion in the world. DKT’s YouTube page features our all-time favorite ads from many countries.
Social media: Building on the success of its use of social media to promote its condom brands, DKT Mexico started using Facebook, Twitter, Instagram and YouTube to engage with young consumers and market its contraceptive products. Thanks to a new technology embedded in Facebook Messenger, DKT Brazil launched “Prudence Advisor,” a “chatbot” on the Prudence Condom Facebook page that can answer sex-related questions in real time.
Text messaging: In Nigeria, DKT uses SMS text messaging in two ways: 1) women using the Sayana Press injectable contraceptive can subscribe to a free text messaging service that reminds them when it’s time for their next injection; and 2) TV and radio program listeners are directed to text their sexual health questions to a secure number. Doctors and certified health professionals call them back with answers to their questions and can even refer them to nearby clinics.
Digital media: In Brazil, DKT devised a contest for testing condoms where users share their experiences with Prudence condoms. In Myanmar and Egypt, clients can order condoms and lubricants online and have them delivered to their homes in unmarked packages. In Turkey, DKT’s condoms and sexual enhancement products are available from an online sales site.
Online videos: To reach youth in Myanmar, DKT bypasses expensive television ads and produces fifteen-second ads more likely to resonate in today’s quick-click social media culture. In the Democratic Republic of Congo, a popular YouTube video addresses contraception-related issues for a youth audience. And in Ghana, we’ve produced humorous animated videos on issues related to the use of Fiesta Condoms.
Watch DKT Pakistan’s ad for Josh New World condoms, featuring Mathira, Pakistani model, actress and singer.