Got it? Get it Social Marketing Campaign

Kerry Singh, Population Services International/ Caribbean

Project Components

In the Eastern Caribbean, PSI Caribbean runs a branded Behavior Change Communication (BCC) campaign, supporting program aims of: Improving access to condoms and sexual and reproductive

health (SRH) services Decreasing barriers to condoms and SRH services Building local capacity for HIV prevention and SRH service

delivery Generating demand for condoms and promoting consistent

condom use Social Marketing Principles underpin the program’s

integrated approach Key to the strategy:

Principles of Sales and Marketing Creation of the Got it? Get brand: positioned to signify safe sex,

condom accessibility and use, and more recently, SRH access

Project Components

Participating countries: Trinidad and Tobago Barbados Jamaica Antigua/Barbuda Dominica Grenada St. Kitts/Nevis St. Lucia St. Vincent/the Grenadines St Maarten Belize Suriname Montserrat* Bahamas* Cayman Islands*

Got it? Get it the BCC brand

• Evidenced based approach: all concepts are pre- and post-tested before release

• Use of research to identify focus: ‘Carry condoms’ for 2011

• Integrating SRH into Got it? Get it through brand extensions

• On-line touch-points integrated into TV and radio placements

• Developing clear messages and taglines for each target group audience profile

• Utilize the short story format in TV advertising, avoiding preachy language

Got it? Get it the BCC brand

• Brand Ambassador campaign: to build advocacy for Got it? Get it

• Partnering with IPPF affiliates at local level for implementation

• Strategic Alliances with CBMP, CHAA, MTV, Media partners to pool program resources

• Merging PSI/C BCC and Sales agenda under the GIGI umbrella

• Documentaries, movies and other edutainment productions

• Total Market Approach (supporting all sectors)

• Co-branded marketing with commercial condom brands

Taking the private sector approach

Driven by synergistic relationship

swith

regional partners

Strong branded Category Campaign

Impacting Caribbean Condom Culture

Cutting edge media initiatives

Novel edgy promotional

items

C

A

B

Distributed by NAPs,Ministries of Health,

NGOs and Gov‘t agencies

Free Distribution- Unbranded and Branded: Slam, Lifestyles, Trojan,

RR, Panther (Alliance), FC

Subsidised/Social Marketing Brands- IPPF Unbranded, Cool, Vive

Commercial Brands- Slam, Trojan, Durex, Ansell (RR, Lifestyles),

Long Love, FC2

The Total Market: Market Segmentation in the

Caribbean

Sold through IPPF affiliates &

NGOs

Sold in pharmacies,

supermarkets, NT;

MOUs with regional & local

distributors

KEY SUCCESS FACTORS FOR TMA IN THE CARIBBEAN- GOT IT? GET IT

Integrated Commercial Marketing Approach Equitable treatment of all distributors Starter stocks for CSPA Address public sector distribution Networking with key stakeholders. Synergies in

partnerships: PSI assisting with development of regional and local condom policies

Strong, branded category campaign Ads/messages that raise the bar” on the “touchy”

issue of condoms without being PSA and “preachy” in feel: speak “with” not “down to” youth

“Cause Related” in feel so that the campaign changes the condom culture of the Caribbean

Edgy and trendy promotional items that incorporate fashion/style into condom messaging

Got it Get it online touchpoints www.gotitgetsafesex.com www.psi.org/caribbean http://www.youtube.com/gotitgetitsafesex http://www.facebook.com/GotitGetitSafeSex http://apps.facebook.com/gotitgetit/?ref=ts http://www.facebook.com/group.php?gid=34720499

531&ref=ts http://twitter.com/GIGIsafesex

Mass media:TV: 2000 spots per annumRadio: 6000 spots per annum

Integration: In a nutshell-

10

Mobile and online has provided Got it? Get it with the following benefits:

•Deliver targeted marketing to demographics across digital media options

Reach

•Management of online engagement campaigns across multiple touch-points.

Integrated Engageme

nt

•Audience spans the economic spectrum. Complement digital efforts with mobile, traditional media & country teams.

Social Marketing

Low personal risk assessment

Condomuse

Highavailability

High affordabili

ty

Moderate social

support

Low belief in condom attributes

Low self efficacy

Moderate brand appeal

High awareness of

HIV/AIDS

High awareness

oftranmission

Example: girls 15-19 with multiple partners

Behavior Change Bubbles

page 12

CATEGORY MAP - CORRECT AND CONSISTENT CONDOM USE (CARIBBEAN)

CORRECT & CONSISTENT CONDOM USE

CORRECT & CONSISTENT CONDOM USE

CORRECT, CONSISTENT AND PROLONGED

CONDOM USE WITH OUTSIDE PARTNERS

CORRECT AND CONSISTENT CONDOM

USE WITH ALL PARNERS

Youth-at-risk Male-at-risk Uniformed Female Sex Workers

Shaka Sheldon Thomas Estrella

Leana

POINT OF PARITY (WITH THE

CATEGORY)FUNCTIONAL PROTECTION PROTECTION PROTECTION PROTECTION

POINTS OF DIFERENTIATION

(WITH THE CATEGORY)

EMOTIONAL SEXINESS, PLEASUREIMAGE, STATUS, HIGH

PERFORMANCEPOWER, PLEASURE SEXINESS, STATUS,

FUNCTIONAL (NON USERS)

 

SAFETY SAFETY SAFETYSAFETY, SECURES

INCOME

   

FUNCTIONAL (USERS)

SAFETY SAFETY SAFETYSAFETY, SECURES

INCOME

PERSONALITY GIGI is open-minded and easy-going. GIGI is also versatile, confident and extremely optimistic.

Brand positioning and personality

Integrated Engagement Overview

Facebook Applicati

on

New Engagem

ent Website

Traditional Media Integrati

on

Email

Mobile / Texting

campaigns

Other Social Media

In the digital and social media space, it’s critical to have a coordinated experience across the places where people spend time.

Challenges

Religion Socio-cultural- the idea that using a

condom makes you less of a man- the need for afro-Caribbean men to have kids early

“Small island” culture Belief in condoms and its attributes Funding- smaller pot for the Caribbean Music is very sexual in nature, but yet sex

is swept under the carpet Once you use condoms you are “loose”

Parallels to the Canadian Caribbean Diaspora

Use of edutainment initiatives- movies, music, short films, catchy TV ads, novel IEC materials

On-line is key with blackberry and facebook Create casual environments where discussion

and education could take place- Caribana Work with promoters to have a component of

safe sex at events Utilise outlets where Caribbean folks shop-

Western Union etc. Whats popular in the Caribbean tens to be

popular in the Caribbean diaspora

Got it? Get it- visibility

Thank You!

QUESTIONS?

DID YOU GET IT? GOT IT? GET IT!