WHO 20-year study shows marketing effective in developing countries
GENEVA, SWITZERLAND – Condom use tends to double when people are exposed to marketing campaigns, a first of its kind study by the World Health Organization and US-based researchers shows. The study covered 23,000 people in India and sub-Saharan Africa from 1990 to 2010.
The results of the study are published in the August issue of WHO Bulletin.
“The study showed that people were twice as likely to use condoms, on average, if they were exposed to marketing methods, such as an effective supply of locally-branded condoms, compared to those who had not come across marketing campaigns. Similar results were also found when analysing condom use in the most recent sexual encounters. Condom use again increased significantly, with rates almost twice as high on average, after they had been targeted at consumers in a marketing drive.”