Introducing V Condom To South Africa
IntroducingV Condom toSouth AfricaExpanding thefemale condom marketprotection options for women product development partnershipPOW PDP 2011 2015
The POW PDP PartnersThe Protection Options for Women Product Development Partnership (POW PDP) wascreated to promote sexual and reproductive health, including the prevention of HIV/AIDS, by expanding access to the Woman’s Condom. The POW PDP was supported byfunding from the Netherlands Ministry of Foreign Affairs from 2011 to 2015.PATH, an international nonprofit health organization, led decisionsrelated to manufacturing, market development, and advocacy. ThroughPATH’s country program offices in China and South Africa, PATH staffworked directly with country partners on market research, market testsof uptake and acceptability, and advocacy to raise awareness for femalecondoms in general, and for the Woman’s Condom specifically.Shanghai Dahua Medical Apparatus Co., Ltd (DAHUA) in China ledWoman’s Condom manufacturing production scale-up activities. Theyalso led market development activities for the private sector in China.PATH licensed the Woman’s Condom to DAHUA for manufacturingand commercialization.CONRAD is a United States—based nonprofit organization that facilitates rapiddevelopment of safe, acceptable, affordable products for contraception, HIV,and other sexually transmitted infections. CONRAD is the regulatory sponsorof the Woman’s Condom and developed and implemented the clinical study,A Randomized Cross-Over Study of Vaginal Semen Exposure and ClinicalFailure Comparing the PATH Woman’s Condom and the FC2 Female Condom.This study was funded directly from the United States Agency for InternationalDevelopment (USAID) to CONRAD.Eunice Kennedy Shriver National Institute of Child Health and HumanDevelopment (NICHD) is a health research agency within the US government.NICHD conducts and supports clinical trials and other types of research thatexplore health and the process of human development from conception toold age. NICHD developed and implemented the clinical study, A Multicenter,Open-Label, Non-Comparative Study of the Safety and Contraceptive Efficacyof the Woman’s Condom. Data from this study will become part of theWoman’s Condom technical dossier and will assist in regulatory submissions.This study was funded directly by the US government through NICHD.Photos on cover: (condom packaging) PATH/Patrick McKern, (couple) iStock/Susan Chiang, (young woman) iStock/AfricaImages
1Contents2Entering an existing femalecondom market in South Africa4Exploring the market anddeveloping V Condombrand for South Africa9Market testing to buildthe evidence base20Advocacy in South Africa:reinvigorating the femalecondom movement24Reflections on commercialmarket development forV Condom in South Africa25Moving forward insub-Saharan Africa
2introducing v condom to south africa: expanding the female condom marketEntering an existing femalecondom market in South AfricaSouth Africa is a multi-faceted, sophisticatedcountry, characterized by diverse economicmarkets, populations, and health needs. Youngpeople in South Africa are at high risk of unintendedpregnancy and STIs/HIV. Male adolescents reporthigh levels of sexual activity; having concurrentsex partners is common; and about 30% of youngwomen aged 15 to 19 years become pregnant.These realities, combined with the country’srelatively high maternal mortality and HIV infectionrates, make it critical for women to have access toprevention tools that meet their needs.Since 1998, the government has sought to helpmeet those needs by providing female condoms fordual protection through its public family planningprograms. As a result, today South Africa lays claimto one of the most robust female condom programsin the world, with government procurement offemale condoms increasing over the past severalyears and plans to expand the program evenfurther. In 2008 2009, for example, South Africadistributed 3 to 4 million female condoms. The2012 2016 National Strategic Plan for HIV/STIs/TB has set female condom procurement targetsat a record high of 25 million units for 2016 2017.Government partners and civil society have beenlargely responsible for shaping female condomprograms in South Africa; in fact, 98% of theproduct is distributed through female condompublic-sector programs.Despite this growing distribution through publicchannels, potential remains to expand the reachof female condoms. Female condoms are still notwell known across various consumer groups, andthe private-sector female condom market is in itsinfancy. Myths and misinformation about the productremain among policymakers and potential users, andefforts to cultivate new user groups need additionalinvestment.Because female condom programming is relativelywell established in South Africa’s public sector, theProtection Options for Women Product DevelopmentPartnership (POW PDP) originally looked toother countries in the sub-Saharan region whenassessing where to engage in market developmentfor the Woman’s Condom. After scoping marketopportunities in several African countries andconsulting with regional marketing experts, the POWPDP team eventually determined that South Africawas, in fact, a key for regional market entry: If theWoman’s Condom could gain traction among targetaudiences in South Africa, the country’s network ofdistribution channels and strong economy couldfacilitate market entry throughout the region. Usingthese existing channels could leverage the limitedfunds available for market development and facilitatefuture scale-up and market access in other countries.98% of female condomsare distributed throughpublic-sector programsPhoto: PATH/Patrick McKern
3A product development partnershipto add protection options for womenIn 2011, PATH received funding from the Netherlands Ministry ofForeign Affairs to support the POW PDP. From 2011 to 2015, this globalpartnership focused on applying total market approach strategies to createsustainable markets for the Woman’s Condom. The project undertooka wide range of activities critical to building demand and preparing forproduct introduction―including advocacy, market research and testing,evidence-building, relationship-building with distributors, commercialization,regulatory approval, and product registration. Country-specific work focusedon South Africa and China.The POW PDP’s activities in South Africa focused on exploring potentialmarkets, implementing market tests, and enhancing political will throughadvocacy for female condoms. In South Africa, the Woman’s Condom ismarketed under the brand name V Condom.rrtMedcon—the only male condom manufacturer in Africa, based inDurban—was selected by the POW PDP as the partner to lead marketintroduction of V Condom in southern Africa. A range of additional partnersacross the country supported the POW PDP’s work in market research,market tests, and advocacy activities to build awareness and strengthen theenvironment for female condoms.Photos: WISH Associates/Marion Stevens
4introducing v condom to south africa: expanding the female condom marketExploring the market and developingV Condom brand for South AfricaIn 2012, the POW PDP worked with a local marketresearch firm and other partners involvedin female condom introduction to conductmarket research in three cities in South Africa:Bloemfontein, Durban, and Johannesburg. Resultsfrom the market research shaped developmentof V Condom―the South African brand for theWoman’s Condom.Understanding audiencesand consumer perceptionsThe market research explored the potential rolefor V Condom in South Africa in a market whereother condoms, both male and female, werealready available. Although the government ofSouth Africa plays the primary role in condomprocurement for the public sector, the POW PDPbelieved the private sector represented a potentialnew market that could strengthen and expand thefemale condom market overall. A rapidly growingmiddle class, well-educated populations, andnovel distribution opportunities were factors thatsuggested the time might be right to introduce theWoman’s Condom to South Africa.The POW PDP designed its market researchto better understand target audiences anddistribution opportunities, as well as theperceptions held by potential consumers aboutfemale condoms. A better understanding ofthe market helped to identify challenges andopportunities, as well as drive brand development.Market research key findings and implicationsincluded the following:1Target audiences should prioritize urban,middle-income men and women aged 18 to 35.Market research defined key target audiences forV Condom as males and females from urban areassuch as Johannesburg, Pretoria, Durban, Cape Town,Rustenburg, Bloemfontein, Port Elizabeth, Nelspruit,and Polokwane. Potential consumer groups includedprofessionals and university students. The majorityof these new consumers would likely be in the middleand upper economic levels, with incomes rangingfrom 1,000 to 10,000 per month. [see sidebar,Universities] Sex workers remained a small, butimportant, user group as well.2Product branding and marketing shouldappeal to consumer groups who prioritize“control” and “status.”As part of the market research, a “need-state analysis”was conducted to define group characteristics ofconsumers who seek similar product benefits andattributes. This analysis indicated that the Woman’sCondom would initially appeal to users who prioritize“control” and “status” or consumers who aresophisticated and seek control over their lives. Thisgroup would likely have the fewest barriers and thegreatest emotional connection with the Woman’sCondom and have the potential to be early adopters.Packaging should be classy and communicateprotection, romance, and quality.
53Consumers have a low awareness offemale condoms; education andmarketing are critical.There is very low awareness and familiaritywith female condoms in South Africa relative tomale condoms. Most commercial consumerswho are aware of female condoms have notconsidered incorporating them into their livesand remain unsure about the value of femalecondoms relative to male condoms. Awarenessraising and marketing must be a priority to builddemand, especially among middle and higherincome consumers. A celebrity spokesperson thatcould provide a high-profile endorsement andinformation should be considered.4Condoms are not used consistently,and protection is viewed as a maleresponsibility. Marketing and educationshould address male partner resistance.Male condoms are widely promoted and area primary protection method in South Africa.However, according to consumers, they aremostly used for contraception rather than diseaseprevention. Although they are widely availableand accepted in South Africa, both women andmen acknowledge that male condoms are notused consistently.In South Africa, sexual decision-making is culturallydriven by men, and female condoms are seen aspotentially shifting the gender dynamic. While theunique selling proposition for female condoms is“woman-initiated protection,” this can be a socialand cultural barrier for both women and men. Thismeans that the product must be marketed to bothwomen and men. Male partner resistance shouldbe addressed; marketing to men should identifythe special advantages to men of using femalecondoms to tip this resistance.5Distribution should include traditionaland nontraditional locations, such asworkplaces and universities.In addition to more common distribution points likefamily planning nongovernmental organizations(NGOs) and shops, research identified newopportunities that should be tested, such asuniversities and companies that provide healthand wellness programs for their employees. CapeTown and Durban were specifically identified as keymarkets for introduction.Introducing V Condomto South African universitiesTo raise awareness about female condoms overall―and V Condom in particular―POW PDP staff providedinformation and training at 12 tertiary institutioncampuses across South Africa. Campus nurses,peer educators, HIV/AIDS Unit staff, health andwellness counselors, and students from the followinginstitutions participated in the trainings: Cape Town Peninsula University of Technology Nelson Mandela Metropolitan University,Missionvale Campus University of Cape Town University of Free State University of Johannesburg University of Kwa Zulu Natal University of Limpopo University of North West University of Pretoria University of Stellenbosch University of Western Cape University of WitwatersrandFollowing these sessions, some universities procuredV Condoms for distribution on campus. After VCondom introduction, university students fromseveral institutions then banded together andinitiated a petition that will be sent to the SouthAfrican government advocating for increased accessto female condoms on campus.Photos: courtesy of iStock
6introducing v condom to south africa: expanding the female condom marketStrengthening female condom marketsthrough a total market approachThe POW PDP recognized that a market relying primarily on publicsector procurement for free or highly subsidized product distribution isvulnerable and does not lead to long-term sustainability. To offset this,the POW PDP sought to position V Condom―using total market approachstrategies―to explore different distribution channels to diversify themarket. A total market approach strategy is a “coordinated approach thatresponds to the variety of family planning needs in a country to ensurethat it accommodates all clients—from those who require free suppliesto those who can and will pay for commercial products.”* This approachinvolves segmenting the market to understand needs and behaviors ofthe total consumer market and coordinating public- and private-sectormarket development to ensure the product is available to consumers atall levels—public sector, NGO/social marketing sector, and full commercialsector.Prioritizing market development in South Africa also meant collaboratingwith like-minded organizations that employ private-sector approaches todevelop female condom markets. For more than 15 years, the Society forFamily Health/Population Services International (SFH/PSI) organizationin South Africa has been involved in social marketing of male and femalecondoms through pharmacies and other outlets, as funds and supplieshave allowed. Since 2012, SFH/PSI has been involved in a strategic effortto re-brand and re-launch the FC2 female condom as the Lovers Plus Inner Condom through marketing implemented by a new division calledCompany 158. The marketing group developed a campaign aimed atmiddle-income consumers to build a sustainable commercial market forLovers Plus condoms.The POW PDP developed its commercial strategy to build on thisconcurrent FC2 re-launch, aiming to identify new consumers whowere attracted to V Condom and willing to purchase V Condom toaugment their use of male condoms. This effort was intended tobuild toward a more sustainable market for female condomsoverall by further segmenting the market.*Sarley D, Rao R, Hart C, Patyewich L, Dowling P. Contraceptive Security:Practical Experience in Improving Global, Regional, National, and LocalProduct Availability. Arlington, VA: John Snow, DELIVER; 2006.“The female condom is out-dated and isno longer sexy. We must see that it isimproved, just like the male condom.We need a more sexy condom.”– HIV/AIDS activist, Zimbabwe, 2010Photo: PATH/Patrick McKern
7Creating V Condom brand for South Africa:pleasure, protection, peace of mindThe POW PDP chose rrtMedcon, a condom manufacturer in SouthAfrica, as its commercialization partner to develop the regionalbrand for the Woman’s Condom. Using the market research, as wellas a brand analysis that looked more closely at target markets, theydeveloped V Condom for South Africa.Since V Condom is more expensive than other female condoms dueto its design, rrtMedcon developed the brand to appeal to consumersin the middle and upper economic levels and thereby help grow theoverall female condom market. These consumers are characterizedby valuing a high-quality product, making smart choices, and being incontrol of their experiences.http://www.vcondoms.co.zaThe V Condom brand reflects pleasure, protection, and peace ofmind. Marketing for the brand focuses on romance and quality andemphasizes dual protection. A V Condom website was developed toshare accurate and consistent information about V Condom and tohelp consumers keep informed about next steps toward introduction.Pleasure ease of use:unique features of the Woman’s CondomThe Woman’s Condom, branded as V Condom in South Africa,is the PATH-developed female condom product that wastested, marketed, and distributed during the course of thePOW PDP’s work in South Africa. Over the last ten years, ateam of designers, researchers, and health experts have testedthe Woman’s Condom in multiple countries. This has ensuredthat the product is safe, acceptable, and easy to use and that itperforms well during sex. The condom has unique features―designed through a user-centered development process―thatallow for ease of use, acceptability, and good sensation forboth partners. In comparative studies, some women and menhave reported preferring the Woman’s Condom over otherfemale condom products because it is easy to use.DissolvingcapsulePRE-INSERTIONRingLubricantThe Woman’s Condom consists of a thin pouch, ring, anddissolving capsule that encloses four foam shapes. All partsof the Woman’s Condom are made of medical-grade materialthat is safe and has been used in medical products for years.The product is for one-time use only. The Woman’s Condomcomes with a small sachet of water-based lubricant to beapplied at point of use. This lets women and couples use theamount of lubricant that is right for them.FoamshapesCondompouchImage: PATHPOST-INSERTION
8introducing v condom to south africa: expanding the female condom marketSpotlight on rrtMedcon:V Condom partner for sub-Saharan AfricarrtMedcon has a long history with male condom manufacturing and has consistentlyfocused on quality. They are the only male condom manufacturer in sub-Saharan Africaand have sold male condoms to the South Africa National Department of Health, as wellas to nongovernmental organizations and commercial outlets, since 1993.rrtMedcon was selected as the commercialization partner for the Woman’s Condombecause they recognize the need to expand access to female condoms in South Africa tomeet the reproductive health needs of women and men and are willing to take on thechallenge of developing new markets to build toward sustainability. In 2013, rrtMedconachieved South African Bureau of Standards (SABS) certification for the Woman’sCondom, and developed the V Condom brand for the South African regional market.rrtMedcon was first registered as Kohrs Medical Supplies in 1993, a family-operatedcompany that imported and distributed condoms; the company soon developedmanufacturing capacity and became a local supplier of male condoms. Richter HiTech Sdn Bhd became a shareholder in 2001. Later Kohrs Medical Supplies Pty. LtdrrtMedcon South Africa registered as a subsidiary of the Richter Rubber Technology(RRT) of Malaysia, a global manufacturer of male condoms and condoms manufacturingequipment. In recent years, the South African industrialist and analytical chemist SikhuluMtshali joined with rrtMedcon, and now serves as the executive chairman and director.As of 2015, rrtMedcon has capacity to produce 230 million male condoms a year andsells its male condoms mainly to the national government, NGOs and retail outlets.The company supplies condoms to neighboring countries within the Southern AfricanDevelopment Community region. rrtMedcon employs about 130 people, 95% of whomare black women from rural areas.rrtMedcon is an ISO-certified manufacturer of male condoms (ISO 9002, ISO 9001:2000,ISO 13485:2003, and ISO 9001:2008.
facilitate market entry throughout the region. Using these existing channels could leverage the limited funds available for market development and facilitate future scale-up and market access in other countries. 2 introducing v condom to south af
3 The Male Latex Condom ΠFact Sheet 1 The condom A male condom is a sheath worn on the erect penis to prevent the exchange of body fluids during sexual intercourse.
4. TITLE AND SUBTITLE An Intervention Study Examining the Effects of Condom Wrapper Graphics and Scent on Condom Use in the Botswana Defence Force 5a. CONTRACT NUMBER 5b. GRANT NUMBER 5c. PROGRAM ELEMENT NUMBER 6. AUTHOR(S) 5d. PROJECT NUMBER 5e. TASK NUMBER 5f. WORK UNIT
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4 MAISONS DE GASCOGNE. suls de Condom, participèrent, le 5 mars 1271, à l'oc- troi des coutumes de La Sauvetat. Les habitants de ce lieu reçurent ces franchises des mains d'Augerd'Andi- ran, abbé de Saint-Pierrede Condom, et de Garsie ou Géraud de Cazaubon, seigneurdu Saint-Puy1. Le même Pierre de Bordes assista à la promulgation des immu- nités
A 9” paper tape measure is enclosed in your “Tool” kit for your convenience. Measure erect penis length (foreskin retracted) and girth as shown in the diagram. Largest girth can occur at the head, mid-shaft or base so measure girth at all 3 places. Penis girth divided by 3.14 equals penis width. If a condom is too
Using a latex or polyurethane male condom or female condom the right way, every time. Not using drugs and alcohol. They can get in the way of good decision-making. Having only one sex partner whose STI status is known. About 20 million people in the United States get an STI each year. Nearly half are ages 15 to 24 (U.S.
2. What is social marketing? 6 Condom social marketing 7 The role of UNAIDS in social marketing 7 3. Different approaches to social marketing 9 4. Case studies 12 Community-based distribution in Haiti and Mozambique 12 - Haiti 13 - Mozambique 19 Community-based social marketing in India 24 Social marketing based on targeted service delivery in .
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