Program H and Hora H

Program H was launched in Rio de Janeiro, Brazil, in 2002 to challenge male attitudes to gender and equality as well as raise awareness of HIV/AIDS and condom use. A key part of the programme is to address the promiscuous and violent sexual behaviour of 15 to 24 year old men, which contributes to unwanted pregnancies and high STI infection rates.

Working in conjunction with non-governmental organisation Instituto Promundo and John Snow Brasil, a consultancy firm specialising in youth development, the Durex Network plays a crucial part in the management of the programme through the provision of condoms and its technical expertise.

Stemming from Program H, the social marketing condom brand Hora H was created in 2002 to make condoms more relevant to young Brazilian men. At the time condoms were not widely available or marketed in a way that appealed to 15 to 24 year old males. Discussions with groups of young men led to the development of the Hora H condom (the name translates as ‘in the heat of the moment’) and a marketing strategy that communicated the safer sex message more effectively.

The results of both programmes are impressive. Ongoing research suggests that young men are changing their attitudes towards women and sex. Systematic condom use has risen by 25% and reports of STIs are down by 20%.

To download Program H 2004 launch video, click here