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    094440

    SOMARC's condom projects in Morocco and Turkey achieve complete self-sufficiency.

    Futures Group. Social Marketing for Change [SOMARC]

    SOMARC III HIGHLIGHTS. 1994 Mar; (10):1-2.

    Morocco's Protex condom project was introduced in September, 1989, by Social Marketing for Change (SOMARC). Since September, 1993, when Protex became self-sufficient, the local distributor, Moussahama, has maintained strong sales, with 1993 fourth quarter sales 18 percent higher than they were the year before. Moussahama is purchasing the condoms directly through the International Planned Parenthood Federation. Moussahama continues to expand distribution to non-traditional outlets. Condom sales are projected to reach three million units in 1994, nearly 40 percent higher than in 1993. An important component of SOMARC's project was a media campaign designed to improve attitudes toward condom use. A recent study measuring the impact of the campaign documented that current condom use of any brand among married men has increase from 3% in 1989 to 20% in 1993; 93% of all married men interviewed were aware of Protex, and nine out of ten condom users said they use Protex most often. The Okey condom in Turkey became self-sufficient in December, 1993, attributed chiefly to SOMARC's having obtained from Eczacibasi, the Turkish distributor, a commitment to directly purchase all condoms to be sold in the social marketing project. Eczacibasi has covered all commodity as well as management and distribution costs of the product since its initial launch. During this time, USAID saved over US $700,000 which it would otherwise have spent providing condoms to the project. Sales of Okey have increased rapidly since the condom's introduction in June, 1991, and are expected to exceed seven million units 1994. Eczacibasi budgeted over US $450,000 in 1994 for advertising and promotion for the Okey brand. A recent study evaluating the impact of SOMARC's condom social marketing in Turkey has increased by a dramatic 124 percent. The success of the Okey condom has encouraged the London Rubber Co. to take a more active role in marketing condoms in Turkey.
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