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CARISMA is… THE TOTAL CONDOM MARKET
The Caribbean presents an interesting
A three year CARICOM regional development
opportunity to combine approaches to
project, funded by KfW and CIDA.
expanding the total condom market, which
An innovative and multi faceted program, comprises commercial, subsidized and free
supporting local social marketing sectors. Throughout most of the Caribbean
organisations (SMOs) across the region to region, a viable commercial sector sells a
promote HIV & AIDS prevention. range of brands through traditional and non-
traditional outlets. In the Dominican
Undertaking activities in 13 PANCAP Republic, Belize and Haiti, Social Marketing
countries: Belize, the Dominican Republic, Organisations (SMOs) also sell their own
Jamaica, Haiti and the Eastern Caribbean brands of condoms at subsidised prices,
islands of Antigua & Barbuda, Barbados, while in Jamaica, Belize and parts of the
Dominica, Grenada, St. Kitts & Nevis, St English-speaking Caribbean, the SMOs help
Maarten, St. Lucia, St. Vincent & the distributors sell commercial brands. In all
Grenadines and Trinidad & Tobago, where countries, the public sector distributes
Social Marketing projects are working to either branded or unbranded condoms for
change high risk behaviors and slow the free.
HIV/AIDS epidemic through targeted
behavior change communications and CARISMA’s goal is to prevent HIV
expanding the total condom market. transmission through support to the social
marketing sector. However, to be
Promoting behavior change using both mass successful, the program must go beyond just
media and interpersonal communications to borrowing market share from the
target at risk populations and encourage commercial sector (“crowding out”), and
individuals to protect themselves and their must also increase demand for commercial
partners from HIV & AIDS. condoms (“crowding in”). CARISMA therefore
seeks to increase the availability of and
Working to increase consumer demand for demand for all condoms, which is
and availability of condoms through the understood to be growth of the total
growth of the total condom market. condom market.
Measuring the impact of social marketing
In 2006, total condom sales in the region
and HIV & AIDS prevention activities across
increased by approximately 10% over 2005
the region in order to inform regional level
sales. Sales increased in nearly all countries.
thinking on the total condom market and
Social marketing brands constitute 53% of
the role of Behavior Change Communication
the overall condom sales market, while
and Social Marketing.
commercial sector sales represent 47%.
The Total Market: Market Segmentation CARISMA contributes to building the total
condom market in the Caribbean by
involving commercial manufacturers and
A Commercial Brands Access to market
distributors in HIV & AIDS programs as well
as by measuring condom sales in all three
sectors. Similarly, by analyzing average per
B limited market
access
capita condom sales in countries with social
Subsidised/Social Marketing Brands
marketing programs in comparison to
Issue 1 countries without, CARISMA is able to track
Oct 2007 Abs. Poverty Line the impact that Social Marketing has on the
total condom market. The data collected
C Free Distribution
reflect changes to and impact on the total
condom market and will be used to guide
future social marketing within the region.
Source: KfW
CARISMA is a development program of CARICOM which is co-financed by the Federal
Republic of Germany through the German Development Bank (KfW) and the Canadian
International Development Agency (CIDA)
Focus on
Social Marketing Programs
Dominican Republic Haiti
Through the CARISMA program, PSI/Dominican PSI/Haiti is strengthening its
Republic is working with local NGOs to expand its condom social marketing
targeted condom social marketing program in order program to increase safer
to encourage safer sexual practices among high-risk sexual practices among youth
groups, including commercial sex workers, batey between the ages of 15 and
residents and youth. 24, commercial sex workers
and Haitian migrant workers
Pante condoms and lubricants are marketed to high now living in the Dominican
risk individuals; primarily commercial sex workers Republic.
and their partners, while support to PROFAMILIA
helps to build the total condom market by Following extensive research,
increasing consumer access to and choice of a range the program in Haiti has
of condom brands at different prices. Behavior adapted communication
change communication messages encourage young messages and social
people to delay the onset of sex, and for those who marketing capacity to
choose not to abstain, to use address specific needs of the
condoms correctly and target population.
consistently. The project in the Interpersonal communication
bateyes, publicized through sessions are being expanded
the Amor de Batey mini- to out of school youth and a
series, focuses on reducing the mass media campaign
number of sexual partners and targeting the youth with HIV
increasing correct & consistent prevention messages has been
condom use. developed.
PEER research has led to the outreach
Amor de Batey communication and condom promotion activities
targeting commercial sex workers, with an emphasis
PSI/Dominican Republic has teamed up with six
on reaching street-based sex workers as well as sex
NGOs working with batey communities across the
workers operating in 2nd and 3rd tier brothels.
country to develop a pioneering behaviour change
Improving the effectiveness of promotion and
communication campaign – much publicized through
distribution of Pante and Reyalite (male and
the telenovela Amor de Batey.
female) condoms in Haiti through social marketing,
commercial and public sector distribution is also
Broadcast nationwide in July, the 12-part mini-
fundamental to this program. By coordinating these
series follows the lives of batey couple Lucy and
activities with other planned donor activities, the
Pedro. It is just one component of a wider
project in Haiti helps to leverage available
behaviour change campaign which uses printed
resources for greater impact.
materials, discussion guides, and audio visual
materials to promote HIV prevention in the bateyes
of the Dominican Republic.
Visit PSI/DR’s award winning website for
Responding to the alarming rate of HIV infection 10-14 year olds and their parents:
among the batey population, the innovative
behavior change campaign is focused on increasing
personal risk assessment, reducing number of
sexual partners, reducing stigma against condom
use, and emphasizing consistent condom use with
all partners.
This campaign will pave the way for behaviour
change among Haitian migrants and low income
Dominicans living in the bateyes.
Focus on
Social Marketing Programs
Belize Eastern Caribbean
Through its regional affiliate the Pan American The program run by
Social Marketing Organization (PASMO) in Belize, PSI PSI/Eastern
is working with local NGO partners to implement a Caribbean promotes
Social Marketing program to contribute to a safer sex practices
reduction of STI and HIV infection rates. The among high risk
program objectives are to improve availability of populations by
and access to low-priced high quality condoms and increasing access to
other health products for the target groups in the affordable condoms,
context of the overall growth of the total condom decreasing barriers to
market and to increase preventive knowledge, their use and
attitudes and behavior with regard to HIV/STIs enhancing local
among the target populations: commercial sex capacity for HIV
workers and their clients; men who have sex with prevention in the
men; Garifuna populations, migrants and travel region. The program
industry workers is managed from Trinidad and includes Antigua and
Barbuda, Barbados, Dominica, Grenada, St. Kitts and
The program motivates these underserved Nevis, St. Lucia and St. Vincent & the Grenadines. The
populations to say no to risky sex, reduce program primarily targets high risk sexually active
partners, use condoms consistently, learn their populations including men who have sex with men,
HIV status and treat sexually transmitted commercial sex workers, uniformed personnel and
infections correctly. youth in difficult circumstances.
To promote safer sexual practices among high risk
groups, the program works closely with commercial
Jamaica condom distributors and manufacturers and continues
to increase access to
affordable condoms,
Through KfW/PANCAP funding, Constella Futures/ especially for the most at-
Jamaica has developed a social marketing program risk populations, decrease
to increase the consistent use of condoms among barriers to consistent
population segments to reduce HIV risk, and condom use and enhance
significantly expand the total condom market. local capacity for
sustainable HIV
The program is working across Jamaica to develop, Prevention through the
implement, and assess the impact of a marketing Got It? Get It campaign.
communications program in the context of
collaborative partnerships with commercial condom
distributors. The aim is to increase consumer use New program!!
across the entire condom product category, Migrants and Vulnerable Populations
including both branded products and generic
condoms distributed through public sector clinics, in the Eastern Caribbean
NGOs, and other non-commercial outlets. The PSI Eastern Caribbean has received KfW/PANCAP
program lays emphasis on partnerships with funding for a 12-month program which targets
commercial operators, and aims to motivate them Spanish-speaking migrant sex workers in Antigua &
to undertake their own more aggressive marketing Barbuda, Dominica and St. Maarten and youth in
and distribution efforts. The program is also especially difficult circumstances in St. Vincent and
building partnerships among commercial operators, the Grenadines and Grenada, as well as vulnerable
donors, and NGOs. youth from the indigenous Carib ethnic group in
Dominica. The project creates informed demand for
condoms among target populations through behaviour
For more information about CARISMA please visit: change communication activities and messages
designed to a) reinforce condom use during every sex
www.carisma-pancap.org act; b) increase personal risk perception; c) improve
Or contact: one’s ability to negotiate condom use with a partner;
& d) decrease number of concurrent partners.
e.gardiner@options.co.uk / r.kirk@options.co.uk
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