Abstract:

In response to the HIV/AIDS epidemic, social marketing programmes have made condoms accessible, affordable and acceptable to low-income populations and high-risk groups. Corporate marketing is used for social purpose then it’s called social marketing. In some areas this has become successful but in other few areas it given negative effect. This primary study has been done to First measure the effect of social marketing and second if social marketing, specially what type of media, would be an effective way to disseminate the information of HIV/AIDS, RTI/STI and condoms to the vulnerable population.

This has been done on truckers (n=200), MSM (n=30), FSW (n=30). Questionnaire was made and FGDs were conducted. It was found that career is the priority of truckers & FSW and friends were priority of MSM. Truckers have radio as source of information. MSM and FSW were having Cellular phone to get information of their clients and friends. Approximately 78% truckers, 70% MSM, 48% FSW were aware about condom through social marketing (See Table 1). Only 63% truckers, 47% MSM, 12% FSW were aware of HIV/AIDS, and 58% trucker, 41% MSM, 5% FSW were using condom for prevention of HIV/AIDS, rest were for any other purpose.

Social marketing programmes do not operate in air; government support is a key component of a successful programme. So government should support to MSM, FSW in legal. There is urgent need to have more social marketing of female condom & its use, and public private partnership model to improve health of vulnerable group. Corporate sector should provide support to Government as their Corporate Social Responsibility (CSR).

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