The United States Agency for International Development (USAID) has joined hands with ICICI Bank to launch "Dual Protection Condom Programme", a new communications and marketing campaign, to develop the private sector condom market in urban areas of North India.
The four-year programme would have the support of Union Health Ministry and has Confederation of Indian Industry (CII), International Labour Organisation (ILO), All India Organisation of Druggists and Chemists (AIOCD) and three major condom manufacturers as partners. The partnering companies are Hindustan Latex Limited, TTK - LIG and J K Ansell.
The campaign, termed as "Condom: Yahi Hai Sahi Campaign", is meant to supplement the social marketing of condoms initiated by the government agencies and increase the use of quality condoms with an emphasis on correct and consistent use, for protection from unwanted pregnancies, as well as from HIV / AIDS and other sexually transmitted infections.
The Campaign would ensure that condoms are available in 20,000 new retail sales outlets in 20 North Indian towns within the first year of its operation. Extensive media campaigns, which include 3053 TV spots in Doordarshan and Star Channel would be launched. The Campaign managers intend to reach out to 82 lakh people indirectly and 35 lakh people directly during the first year. For the first year's campaign, USAID and ICICI have earmarked Rs seven crore, Dr Rita Leavell, India representative of Commercial Market Strategies (CMS) Project informed pharmabiz. CMS is a worldwide project funded by USAID and is in charge of the Yahi Hai Sahi campaign.
Dr Leavell pointed out that Indian condom market has been shrinking over the last three years. If the total condom market in the country during 2002 was 30.5 crore pieces, it came down to 28.9 crore and 27.5 crore in 2003 and 2004, respectively. The campaign would specifically address this issue and ensure an increase in demand in the urban centres of 10 North Indian states.
The official launch of the programme was announced at a conference held here on June 30, 2004. Union Minister of Health and Family Welfare Dr Anbumani Ramadoss unveiled the campaign logo. P K Hota, secretary (Family Welfare), Meenakshi Dutta Ghosh, project director National AIDS Control Organisation, Walter North, Mission Director, USAID, Dr Rita Leavell, country representative CMS, Nachiket Mor, Executive Director, ICICI Bank attended the occasion.