kerry singh, population services international/ caribbean
Post on 24-Jan-2016
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Got it? Get it Social Marketing Campaign
Kerry Singh, Population Services International/ Caribbean
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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
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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*
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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
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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
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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
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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
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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
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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
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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
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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
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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
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Integrated Engagement Overview
Facebook Applicati
on
New Engagem
ent Website
Traditional Media Integrati
on
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.
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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”
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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
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Got it? Get it- visibility
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Thank You!
QUESTIONS?
DID YOU GET IT? GOT IT? GET IT!