Resumo

SUAREZ LUGO, Nery. Evaluation of social marketing strategy for condon in Cuba. Rev Cubana Salud Pública [online]. 2007, vol.33, n.1. ISSN 0864-3466.

The social marketing strategy to promote the use of condon for the STI-HIV-AIDS prevention is aimed at fixing the idea of protected sexual behaviour with a tangible product that is the male condon. It should be accompanied with an algorithm and a research methodology allowing its evaluation. This paper presented the methodology and its implementation in Cuba in 2004 which, as a health market research, was intended to learn about the quality and availability of condons, the economic and geographical accesibility, use and barriers; the population knowledge, attitudes and practices; manufacturers, providers and traders. It is about a cross-sectional study that makes it possible to obtain a snapshot of the existing situation at the time of information collection through a distribution survey administered at traditional and non-traditional sale outlets, and the shaping of the consumer´s profile based on the survey, focal groups and interviews to key informants of the young population and the risk groups. It was found that providers, distributors and traders did not express quality culture on condon; the number of offered condons did not meet the needs and young people under 20 years considered that the condon´s price is higher, among other results. The evaluating methodology and the designed implements allow assessing the strategy, so this may be taken as reference for this kind of studies

Palavras-chave : Social marketing; trading; male condon.

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