CMS Social Marketing Results in Uganda: Findings from the 2002 Uganda Tracking Survey

Despite over a decade of social marketing in Uganda, no national population-based studies had been carried out to assess the performance of social marketing in Uganda. For the CMS project, project performance was mainly determined from sales figures. For this reason, the CMS project in 2002 started a periodic tracking survey is to provide regular population-based data for monitoring and evaluating its performance in Uganda. The study was conducted among a nationally representative sample of 2496 men and women of reproductive age (15-54 for males and 15-49 for females). Respondents were sampled from their households using a four-stage stratified sampling design. This report presents the results of the first round of the tracking survey. It shows the levels of use of social marketing products, HIV/AIDS prevention behaviors, how well social marketing condoms have reached the populations at high risk of HIV infection, the effectiveness of social marketing advertising, family planning practices and use of mosquito nets. The study also assesses the effectiveness of sales and distribution strategies and channels for social marketing condoms.