Freedom sells condoms in Colombia.

Alarmed by the regions significantly lower contraceptive prevalence as compared to the rest of the country PROFAMILIA launched a condom promotion campaign in Colombias Atlantic Coast. This region which has approximately 6 million inhabitants also had the highest rate of voluntary sterilization and the lowest rate of use of temporary family planning methods. With the help of the Johns Hopkins University and SOMARC the non-profit private organization PROFAMILIA began planning a project designed to: 1) increase awareness and use of temporary contraceptive methods among sexually active young people; 2) increase the sales of such methods marketed by PROFAMILIA; 3) increase PROFAMILIAs share of the temporary contraceptive methods market; and 4) increase pharmacists knowledge and sales of PROFAMILIA products. Noting that PROFAMILIAs share of the condom market had been declining the project concentrated on promoting the organizations condom brand -- Tahiti. Research indicated that instead of being concerned with birth spacing and maternal-infant health young men age 15-25 were more interested in having a good time and having an unconstrained lifestyle. Therefore PROFAMILIA tailored its promotional message to fit these interests opting for the slogan "keep being free use Tahiti condoms." The campaign involved radio spots posters displayed at pharmacies and stickers and it lasted from June-November 1989. Prior to the campaign Tahiti monthly sales average was 45000 but during the campaign monthly sales grew to 78400 -- a 74% increase. And although sales dropped following the end of the campaign they still remained higher than prior to the campaign. The report concludes by suggesting that machismo need not pose an obstacle to family planning in Latin America.