ACTIVITY REPORT CONDOM SOCIAL MARKETING PROGRAM PREVENTING HIV IN VIETNAM PROJECT 2007

Transcription

1 ACTIVITY REPORT CONDOM SOCIAL MARKETING PROGRAM PREVENTING HIV IN VIETNAM PROJECT 2007 Project management: VIETNAM ADMINISTRATION OF HIV/AIDS CONTROL Project implementation: DKT INTERNATIONAL IN VIETNAM Funding: UK DEPARTMENT FOR INTERNATIONAL DEVELOPMENT DFID & NORWAY MINISTRY OF FOREIGN AFFAIRS - MFA Hanoi, January 2008

2 I distribution target: As per DKT s 2007 workplan submitted to the CPMU and donors, 30,024,000 condom pieces will be distributed in 2007 (or the original target of 45 condom million in case of the timely and full supply of condom on July 2007). Expected Deliveries: Quarter I Quarter II Quarter IV Total 13 million pieces 25 million pieces 10 million pieces 48 million Actual Deliveries Time March 15, April 17, May 18 th, November December Total , , 2007 Number (pieces) 4,320,000 4,320,000 4,462,272 17,638,272 8,854,272 39,594,816 Comment: - Most of DKT s condom supplies were only received in the two final months of the year, severely affecting project results. II Results: 3.1 The total distribution The total number of condoms distributed under the DFID project in 2007 was 25,503,138 pieces which marks a decrease 15% from the set distribution target of 30,024,000. The actual number of OK condoms distributed was 58,315,842 pieces (25,503,138 pieces from DFID funding and 32,812,704 from KfW). The result achieved was thus over the above mentioned target by 194%. As the KfW condoms helped offset the shortfall of DFID condoms. Notably, there was a healthy expansion to nearly 20,000 outlets composed of 3,740 entertainment establishments, 11,935 pharmacy stores who are frequent customers of OK condom, and approximately over 4,000 occasional buyers.

3 3.2 Traditional outlets (TOs) and non-traditional outlets (NTOs) in 2007 No. Provinces/Cities OK comdoms KfW (pieces) OK comdoms DFID (pieces) Total of OK condoms TOs NTOs TOs NTOs TOs NTOs 1 An Giang 1,144, , ,088 1,662, ,728 2 Vũng Tàu 146,160 56, ,584 81, , ,808 3 Bình Thuận 142,416 42,192 51,696 54, ,112 96,624 4 Cần Thơ 837, , , ,361, ,560 5 Đồng Nai 345, , ,096 79, , ,336 6 Đồng Tháp 682, , , ,696 1,001, ,160 7 Hà Tây 553,680 63, ,920 45, , ,152 8 Hà Tĩnh 388, , ,216 80, , ,344 9 Hải Phòng 765, , , ,336 1,347,120 1,201, Hà Nội 2,682, ,080 2,258, ,440 4,940,928 1,631, Tp.HCM 6,546, ,880 8,100, ,288 14,646, , Khánh Hoà 142, , ,864 81, , , Kiên Giang 595,440 64, ,912 23, ,352 87, Lạng Sơn 163,008 40,896 97,056 10, ,064 50, Nam Định 221,472 99, ,312 51, , , Quảng Ninh 402,912 43, ,920 4, ,832 47, Sóc Trăng 198, , ,600 73, , , Tây Ninh 106, ,448 57, , , , Thanh Hoá 1,074, , ,752 25,488 1,492, , Huế 175, ,040 45,504 46, , , Tp. Đà Nẵng 744, , ,168 76, , , Others provinces 6,918,912 3,086,784 5,814, ,432 12,733,776 3,663,216 Grand total 24,980,976 7,831,728 22,082,130 3,421,008 47,063,106 11,252,736

4 3.3 OK condom distribution from 2004 to 2007 Units: pieces 60,000,000 50,000,000 40,000,000 30,000,000 20,000,000 10,000,000 44,275,536 44,706,364 26,415,646 58,315,842 0 Year 2004 Year 2005 Year 2006 Year OK condom distribution through NTO from 2004 to 2007 in 21 project provinces 12,000,000 10,000,000 8,000,000 6,000,000 4,000,000 2,000, ,509,136 6,745,680 6,415,056 11,252,736 Year 2004 Year 2005 Year 2006 Year 2007 Comment: The sales volume in 2007 is almost twice of 2006 and 2005 and four times that of 2004 due to:

5 First, changes in the sales policy facilitated salespersons outlet expansion as we were able to effect regular and timely deliveries of condoms to our clients. Second, the launch of OK flavors in new packaging and perceived improved quality attracted new customers. IV. Promotional activities for OK condom: 4.1 Customer appreciation to general public The program celebrated one year of DKT s distribution through the sub-distributor system and the presence of OK strawberry, orange, mint, apple and banana. DKT launched a customer appreciation promotion by giving out promotional items such as valuable gifts in exchange for increased purchases OK helmets and raincoats with NTO focus In the past year the project has been implementing a program to encourage sales of condoms through NTOs through our sales motivator network. The policy of this program was to give one OK helmet and one raincoat to sales motivators that sell more than 40 boxes (5,760 condoms) to entertainment establishments. There were also group prizes available to those provinces or cities that have the highest takings in an area. As a result of this program, 868,320 condoms (6,030 boxes) of OK condoms were sold to NTOs by sales motivators in the 21 provinces of the project. OK raincoats and helmets are liked because of their convenience. 4.3 OK flavor display The program mechanism was a cash incentive to gain display and increased purchases on the part of retailers, both TO and NTO. We obtained over 3,000 display points. 4.4 OK tissue promotion In exchange for increased purchases, the consumer was rewarded with a free box of OK branded tissue paper for each three OK condom boxes. The program was applied nationally to both TOs and NTOs. 4.5 Other Promotions Items like bottle openers, key chain, poster, stickers, ball pen, playing cards, etc. were distributed in both TOs and NTOs to promote the OK brand. V. Mapping activities Over a period of 2 months DKT staff, a basic mapping exercise was implemented. The mapping exercise identified NTOs and TOs in help in improving distribution and coverage of hot spots in the 21 provinces of the project. We are currently in the process of inputting and analyzing the data collected. A report will be submitted to the CPMU and donors once the analysis is completed.

6 VI. Training activities DKT carried out two training programs namely for the Progressive Sales Management course for 8 Area Sales Managers and Professional Sales Skills course for 100 salespersons. In addition to building on the knowledge and skills of sales staff, these training courses show a commitment to the professional development of the staff and helps them to feel more in touch with the organization and increase self-confidence in making sales calls. VII. Meetings: 7.1 DKT s sales teams: Quarterly meetings: Meetings are organized by Area Sales Managers at the beginning of each quarter. These meetings have the purpose of assessing the work of the previous quarter, comparing sales with targets, discussing lessons learned, analyzing strengths and weaknesses and discussing how work can be more effective in the coming quarter. These meetings are also an opportunity for all sales staff to share their experiences and find ways to improve their work. Quarterly meetings for Area Sales Managers: These meetings happen before the Area Sales Managers hold their own area s meetings. In these meetings, sales managers learn about and new programs or policies that the program has brought in for that quarter to advise their sales representatives, to ensure the success of the next quarter. 7.2 Sale motivators team: Meetings are held each month with sales motivators, the agenda consisting of: reports on the number of condoms sold in the month, discussions of challenges in sales, notifications of new policies, distribution of condom supplies, distribution of rewards and monthly support, and confirmation from PPMUs Director on the amount of condoms sold during the previous month.

7 VIII. Events, communications and advertising: 8.1 OK happy times in popular bars With the aim of promoting the image of condoms and making them more widely available in hotspots, DKT International in Vietnam has piloted the OK happy times program at popular bars which attract large numbers of young people in Ho Chi Minh City. Such places include: MTV Bar, 2000 Bar, Planet Bar and 4 in 1, Hồ Gươm, Sóng Xanh, Seventeen Saloon. Throughout the year, there were 30 such events held, with the participation of almost 10,0000 people. Creative methodology and contents of the program which appeal to the tastes of young people are the roots of our success. Every two weeks, young people in uniforms with pictures and messages of OK condoms perform dances, which convey the message symbol of a healthy life and the dynamism and youthfulness of the new generation including the safe use of condoms. During the shows there are Q&A sessions on safe sex and condom use and lucky draws for participants. The programs also have other activities to promote OK message such as condom boxes, posters in toilets and distribution of leaflets to bar-goers. OK colours flooded Song Xanh Bar on Christmas night Girl who is winner at the event 2 of OK s charming PR workers OK condoms displayed in toilets at bars

8 8.2 Coordination with the Ha Tay AIDS Centre in the HIV Prevention Parade For this event, the Board of Directors of the Ha Tay AIDS Centre showed his trust in DKT by giving us responsibility over technical organization of the stage, posters, banners, gifts for delegates and HIV positive people and uniforms for people participating in the parade and the opening dancers. More than 2000 people came as representatives from government departments and mass organisations in Ha Tay province. At the end of the parade, a visit was paid to the provincial hospital to resent gifts to HIV people seeking treatment and care. Representative from the VAAC, Ha Tay departments and international guests attended the festival Thousands of young people participating in OK uniforms Professional dancers in OK uniforms in the curtain raise

9 8.3 Love to live, live to love Music Show CPMU and department representatives with crowds of EE owners watching the program In coordination with the Tay Ninh AIDS Centre, DKT held a music show with the name of Love to live, live to love. The aims of this event were to promote condoms and encourage their use in the general community as well as among high-risk groups in Tay Ninh and surrounding provinces. The music show included condom fashion parades, condom comedy, condom eye-blowing, and much more. Participants included famous artists and singers in Ho Chi Minh City, as well as 10 nonprofessional singers who are girls working at hotels and guesthouses. Before the show, DKT disseminated hundreds of promotional items for HIV/AIDS prevention and displayed two 5-metre. Two thirds of the 600 guests were owners of entertainment establishments and girls working at hotspots who have used DKT s condoms. Hundreds of other people wanted to enjoy the show but the hall was unfortunately not large enough to meet this demand. One of our sales motivators joining with famous singers The CPMU, as well as many other Government departments participated in the show and expressed great appreciation for this program. The Tay Ninh provincial leaders expect to hold such a show once a year. The OK condom fashion parade by professional dancers was one of the items which left a strong impression with the audience

10 8.4 24/24 Dynamic Living Aerobics Competition. DKT International in Vietnam coordinated with the Hanoi AIDS Centre to organise an Aerobics dance competition for the city s 7 peer educator groups. The aims of this event were to raise the awareness of HIV among people with high risk behaviours like sex workers, injecting drug users and HIV positive people, and help people to protect themselves and the community. The group dance competition aimed to improve the health and positivism of the target groups in Hanoi. Each team entered into the competition was made up of 8 to 10 people. So that the participants we able to perform professionally, each team was assigned a teacher and an assistant to help them through almost 2 months of training. In the competition s final round, each team performed for about five minutes to the judges, who then awarded points for their performance. The final night also included other items such as performances from sex workers and professional singers. The prizing system included 1 first prize, 1 second prize, 2 third prizes and 3 encouragement awards. The judges also gave one award to those teams that had the most supporters in the audience and who were the most enthusiastic in their performance. Apart from the dance teams, others attending the competition included more than 200 supporters who were friends and families of competitors and thousands of people from all over Hanoi. Competitors from Tay Ho engrossed in dance practice Competitors rejoicing in their achievements It can be said from this event that it was a fresh new idea that proved to be full of challenges for DKT. Before the event, not many people believed that people such as IDUs, PLWH and SWs had the fitness and ability to perform in such an event. In the Tay Ho s first place performance words of an HIV positive competitor from the Niem Tin team: I really enjoyed this competition because it helped me to feel more confident.

11 8.5 Musical celebration of 100 Years of Tourism in Sam Son Beach In coordination with the Thanh Hoa AIDS Centre, DKT carried out activities to display condoms in hotspots and to hold an event to celebrate the anniversary of 100 years of tourism in the Sam Son beach area. The event attracted 50 owners of entertainment establishments who bought condoms and condom displays. On the night, there were more than 500 tourists and local residents on the beach to participate in the celebrations. As part of the celebrations there was communication on condom use, distribution of almost 500 leaflets about condoms, and distributed almost five thousand free condoms to tourists. OK condom fashion Crowds of tourists and local residents concentrating on the celebratory show Banners and posters advertising the event were placed all over the Sam Son beach 8.6 Fashion and music shows for MSM Since October 2007, DKT has been coordinated with some groups of men who have sex with men (MSM) in Hanoi and Ho Chi Minh City to launch OK condom fashion and music programs at bars and coffee shops. The programs with music, condom fashion show, lucky draws, etc. are chances for MSM groups to get together and share experiences. So far DKT has organized 10 shows with 2,500 MSM participants The condom fashion parades have always been the most popular items of the programs

12 Enthusiastic participation from the audience in OK use test games Two performers in full costume 8.7 Participation in World AIDS Day in HCMC DKT set up a condom advertising stall that also displayed IEC materials on safe sex in Ho Chi Minh City s 30/4 park. The stall attracted 600 other organisations that had stalls and more than 3000 visitors. Along with the displays, fun and exciting games with condoms were played at DKT s stall with the participation of many visitors. Some of the games included Paint like Picasso, Love Balloon, Combined strength and Head of Class Participation in Creative Day celebrations Young audiences enjoy reading Tuyet s Story IEC material OK stalls are always the most visible at fairs about a female sex worker using condoms to protect against HIV transmission A young couple playing Combined strength

13 8.8 Participation in Creative Day celebrations OK stall is always the most visible at fairs Condoms becoming a part of every-day life for young people

14 8.9 Advertising in magazines: Sanh Dieu and New Fashion magazines: In 2007 the project advertised OK condoms in pictures as well as some articles related to sexual behaviour in Sanh Dieu and New Fashion magazines. 46,000 of these were published by Sanh Dieu and 50,000 with New Fashion. This means that about 1.2 millions readers were reached by advertising for OK scented condoms, most of these in the young and sophisticated groups of the population. In addition, OK condom was promoted on 30 advertisement times on Vietnam National Television Station. IX. Advantages/Strengths - Activities were concentrated in hotspot areas with the target populations. Many creative activities attracted the participation of the correct target groups - The five new scented OK condoms have been strongly accepted by customers all over the country. - The number of sales staff members in the NTOs was increased from 25 to 50 - Decree 108-NĐ/TTCP in effect has been advantageous the social marketing of condoms. X. Challenges/Limitations - The approval of 2007 s project plan and budget is slow, meaning that DKT could not be pro-active in the building of long-term marketing strategies - There are many types of condoms on the market XI. Strategies for Increase the coverage and availability of condoms, especially through the NTO channel. - Continue to organize events aimed at target groups, such as OK happy times and fashion shows for MSM. - Distribute 53.5 million OK condoms in 2008 if DKT receive 8.5 millions condoms in Quarter 1, 2008 and the remaining 45 millions in June 2008.