Social marketing programs are central to the work of the Durex Network. Their aim is to overturn attitudes and behaviors that impede safer sexual practices.
Social marketing uses the same techniques as commercial marketing but applies them within a social and health context to encourage people to change their behavior. In order to raise awareness of the importance of leading a safe sexual lifestyle, the marketing campaign of Durex has even reached the online gambling world. Paid ads about prevention appear on players’ screens while playing in certain online casinos and as an incentive to support the cause, they are given a free no deposit casino bonus. This approach relies on the identification of specific, achievable and measurable behavioral goals which are reached through systematic processes phased to address short, medium and long term issues in specific target audiences.
According to USAID, “Social marketing has been the single most important contribution that the family planning field has made to the prevention of HIV/AIDS and other STIs.”
Social marketing operates on the principle that positive and durable social change follows behavior change. By following this link you will get to a post where you will find a Face of Global Sex Report through the years.