Abstract

SUAREZ LUGO, Nery. Social marketing as a supporting tool for sexual health in Cuba. Rev Cubana Salud Pública [online]. 2013, vol.39, suppl.1, pp. 950-960. ISSN 0864-3466.

Introducing social marketing to support protected sexual practices through the use of male condom was an unprecedented event in Cuba that tested the management capabilities and the performance of those who implemented it. Several factors hindered the task. On one hand, mistaking marketing for publicity and lucrative private practives, and on the other, the fact that condom use is linked to cultural stigmas very much rooted in the Cuban population. The promotion of condom use, as well as the incorporation of social marketing as a necessary tool to attain this goal were both possible thanks to the design of projects supported by the World Fund and implemented by Cuban health professionals. This allowed the availability of a great number of quality condoms to meet the demands of the population, which were sold in pharmacies and other sale places, together with the educational work aimed at vulnerable groups and the general population. Cuban condom brands like Vigor and Vigor Max are presently accepted by the population; their use has increased, mainly in sexual encounters by chance. Although, many advances have been made, there is still a long road to go in order to prevent HIV/AIDS in the Cuban population, fundamentally in stable sexual relationships.

Keywords : social marketing; condom; sexual practices.

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