Male condom social marketing communication strategies for the prevention of HIV/AIDS in Cuba

Abstract

Male condom social marketing strategies are essential to the prevention and control of the HIV/AIDS epidemic. Within them, communication has played a central role in accompanying the availability of quality condoms, in numbers which cover the needs and satisfy the demands of the population. The experience and lessons learned in Cuba are of interest due to the peculiar and unprecedented characteristics of these events as well as to their context.
During the 80’s, communications went through different periods starting at the beginning of the epidemic: silence, whispered messages, the first voices, the start of a social marketing strategy, a transition toward communications and marketing positioning and with these the use of the male condom to encourage safe sexual relationships.
Finally, at the end of the first decade of the 21st century, a dialogue among all actors takes place: healthcare professionals, opinion leaders, teachers, adolescents, young adults, women, men, MSM, vulnerable groups and general population.
Obstacles and difficulties, lack of knowledge, myths, beliefs and stigmas are interlaced in this process where the role of communication is proven in all of its forms when adequately designed and implemented, as it promotes behavioral changes which are required in achieving wellbeing.