Day 26: Marketing fail: Selling condoms in the congo

Amy Lockwood, a self confirmed "Reformed marketer" is the deputy director of Stanfords's Centre for Innovation in Global Health. In 2011 she gave a talk at TedGlobal about the marketing lessons, or rather marketing fail, that donor agencies were using in getting the people of Congo to use condoms. Marketing a solution to a health crisis Amy uses her Ted talk to tell us a story about her visit to the Democratic Republic of Congo. It's a pretty dangerous place to live. Amy says that five million people have died due to the war in the past ten years. War isn't the only danger in the DRC. 930,000 out of the 750 million people living in the Congo are infected with HIV. The country's inadequate health system infrastructure means that only 25% of people living with HIV are being treated with medication. Know your audience With such alarming figures, you can see why donor agencies provide condoms at low, or no cost. Trouble is, only 3% of … [Read more...]