The role of social marketing in sexually transmitted diseases/HIV protection in 4600 sexual contacts in urban Zimbabwe.

In Zimbabwe, over 25% of adults are HIV positive [1]. To curtail the epidemic, the government started promoting condom use, especially in non-marital relationships. Since 1996, Population Services International (PSI) has implemented a USAID/British Department for International Development-funded condom social marketing program that distributes subsidized Protector Plus condoms, and promotes their use through an extensive mass media advertising and promotion campaign. Protector Plus sales increased from 1.9 million in 1996, to 4.8 million in 1998, to 8.9 million in 1999. Considering that government distribution reportedly stagnated at 50 million condoms annually and commercial sales remain negligible (Chaganti and Boner, personal communication), the role of social marketing in HIV prevention appears to have increased.