ABSTRACT
Messages related to condom promotion built further into the concepts of masculinity and attempts to tinker with the ego of a man. The condom is widely used as a barrier device by males around the world. Condoms are used to prevent pregnancies and protect both men and women from sexually transmitted diseases. A pre-programming assessment for social marketing of female condoms was undertaken to implement Female Condoms in select locations of eight states. The media campaign was aimed at preventing the spread of Human Immunodeficiency Virus (HIV) & Acquired Immune Deficiency Syndrome (AIDS) in the north Indian states. Gender equality and empowerment were considered as the key areas for the control of HIV & AIDS. Condom provision, social marketing and focused promotion to different segments particularly high-risk population became the centre-pieces of the AIDS response everywhere in the world. Social marketing is the marketing’s sector’s way of being ‘socially relevant’ and ‘socially responsible’.
