The social marketing of contraceptives in Mexico.

The success in social marketing of the PROFAM brand of subsidized contraceptives by a nonprofit private institution that supports the Mexican government program is related here. PROFAM began in 1978 when half of contraceptives were purchased commercially from drugstores: they were neither economical consistently distributed nor advertised. Comprehensive market research revealed that a great demand existed. It generated information for choice of items to market package design and instructions. In 1979 pills condoms foam cream and vaginal suppositories all locally produced were distributed. A serious problem initially was the impropriety of using the word "contraceptive" in the media. The first phase of advertising targeted newspapers. After 3 months 40% of Mexicos drugstores carried PROFAM. The second phase of advertising in radio magazines and newspapers approached consumers with information tailored to the specific socioeconomic group involved. The third phase geared to rural areas and general stores concentrates on advantages of each method. Other aggressive aspects of the campaign include house to house sampling and a mail-in question and answer service. Evidence of success in broadcasting the PROFAM message is the frequent reference to PROFAM in jokes in the media and even in graffiti. The governments goal is to reduce the growth rate form 2.9 percent annually to 1 percent by 2000.