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    049276

    Dominican Republic: Contraceptive Social Marketing Project.

    Futures Group. Social Marketing for Change [SOMARC]

    [Unpublished] 1987 Jun. [6] p.

    To increase knowledge and proper use of low-dose oral contraceptives and increase availability of affordable contraception for low-income populations in the Dominican Republic, Profamilia (an IPPF affiliate) launched a communications/promotional campaign for Microgynon aimed at men and women under age 35. While strengthening Profamilia's marketing and organizational capabilities so that the program could be maintained without donor subsidies, the Profamilia name was used to communicate the idea of quality at low price. The message that Microgynon is a safe, effective, easily used, temporary method of birth control was relayed through a television commercial aired in 1986; through press releases; on display posters, stickers, matchbooks, memo pads, and bag inserts distributed to pharmacies; by educational/promotional meetings with the medical community; and by orientation sessions with pharmacy employees. Schering Dominica's sales network placed Microgynon in 83% of pharmacies in the Dominican Republic. It was priced significantly below comparable products. Of 500 randomly selected residents, 68% remembered seeing the television commercial. In interviews with 252 Microgynon purchasers, 65% said that they had started using Microgynon after the television advertising campaign. The campaign was successful in reaching the target group of women.
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