This report summarizes the results and lessons learned from the USAID Social Marketing for HIV Prevention Project’s (USAID Social Marketing Project) efforts to strengthen Vietnam’s total condom market by:
- Increasing commercial sector contributions;
- Reducing the distribution of fully-subsidized (“free”) condoms without jeopardizing access among most-at-risk-populations (MARP) with the lowest willingness to pay;
- Filling supply chain gaps and driving behavior change among MARP through social marketing.
The USAID Social Marketing Project is implemented from 2008-2013 by PSI/Vietnam in collaboration with the Ministry of Health, commercial partners and civil society organizations.