The Dilemma of Generating a Market for Contraceptives Among Groups at High Risk for Contracting and Spreading HIV

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Health issues regarding the spread of HIV/AIDS and HIV testing are the major concerns faced by emerging economies, particularly the socio-economically vulnerable population of these countries. The spread of HIV and the challenges in the early detection of the infection remain major challenges for the governments of these countries. Hundreds of deaths take place each year in India due to AIDS, not to mention the socio-economic loss the disease incurs. India has the third-highest number of people living with HIV in the world, with 2.1 million Indians infected with HIV. Recognizing the gravity of the issue, the government, through its agencies, concentrates on preventing the spread of HIV by promoting safe-sex methods like using contraceptives. Hope Trust, a charitable trust, working in the area where the most vulnerable population lives, is implementing a program promoting the use of contraceptives. Its seasoned project director Mr. Chakraborty faces the dilemma of what approach to take to affect behavioral changes to increase the use, and therefore the sales, of male contraceptives. This case outlines the situation faced by Mr. Chakraborty by underlining his awareness about social marketing practices and delineating the current campaigns undertaken by him. Furthermore, it puts students in a managerial role where they can discuss the social marketing process and make suggestions to Mr. Chakraborty. Students are asked to prescribe social marketing strategies with appropriate suggestions for information, education, and communication within the target group. The protection motivation theory may help participants discuss the theoretical underpinnings of making a behavioral change and suggest the best strategies to affect one.

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