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.
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
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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