SFH is a locally incorporated affiliate of Population Services International, a leading social marketing organisation which focuses on critical healthcare issues in the over 70 countries they operate in. Visit Now

Condom Social Marketing

Since its inception, SFH has used private-sector principles to increase demand for and access to condoms to further reduce the spread of HIV and AIDS in South Africa. SFH markets attractively-packaged, high-quality male and female condoms at subsidised prices that low-income populations can afford. Engaging traditional and non-traditional sales outlets (wholesalers; supermarkets; pharmacies; service station stores; convenience stores; spazas; taverns; shabeens and salons), SFH reaches populations that may not have access to commercial condoms. It creates demand, provides education, encourages positive health change and supports the distribution of its products through appropriate mass media campaigns.

SFH has 2 condom brands, Lovers Plus and Trust (click on image to view details of each brand):

When used consistently and correctly, condoms provide effective protection against HIV, as well as other sexually-transmitted infections such as vaginal discharge syndrome and male urethritis syndrome caused by gonorrhea, chlamydia and trichomoniasis. Condoms also provide some protection against genital ulcer syndrome and human papillomavirus infections such as herpes, syphilis, chancroid and cervical cancer. Finally, condoms provide contraceptive protection against unwanted pregnancy.

The lessons learned from STIs including AIDS prevention efforts in the past ten years offer a wealth of information about condom acceptability. Health communications and condom promotion activities have led the way in educating populations on the importance of condom use for Aids and pregnancy prevention. SFH's targeted condom programmes give people the information and products they need to protect themselves.

SFH has two primary condom brands - Lovers Plus and TRUST. TRUST sales are driven by affordability and low levels of advertising. Lovers Plus sales are driven by a mass media campaign that is supported at a moderate level.

Lovers Plus and TRUST condoms are sold and not given away for the following reasons:

• To encourage people have to take responsibility for their own personal health, even at a minimal financial outlay.
• To ensure that target audiences value the brands and their quality.
• To enable private sector companies to profit from the sale of SFH condoms. This profit motive has enabled Lovers Plus and TRUST to be stocked extensively in most retail and wholesale chains. This means that people who need condoms are able to locate and purchase them easily.
• To allow Lovers Plus to make a full cost recovery, thereby making it a fully-sustainable HIV prevention product.
• TRUST condoms are subsidized with donor funding, to ensure lower-income consumers have access to an affordable condom.

Product quality and consistency of this quality remain a key focus of the marketing of the SFH condom brands.