Health Marketing Experiment: Tackling HIV with Condoms in Cambodia

The video discusses a condom social marketing program initiated in 1993 to tackle HIV in Phnom Penh. The program, led by Population Services International (PSI), uses a dual-brand strategy: a low-cost condom for the commercial sex market and a higher-priced one for other consumers. The revenue from the higher-priced brand subsidizes the low-cost one. The program aims to reduce stigma and increase condom visibility to encourage use. Despite increased sales of the low-cost brand, the higher-priced brand's sales have declined, prompting plans for product innovation. The approach challenges traditional development models by emphasizing consumer purchase and engagement.

What new insight or understanding did you gain from this video?