Social Marketing Sales and Trends in Condom Use in Lesotho

Sarah Pallin, Tulane University

An estimated 23.6% of adults aged 15-49 are living with HIV in Lesotho. Lesotho’s social marketing condom program, launched by Population Services International (PSI) in 2001, aims to increase condom use by making subsidized condoms widely available in private sector outlets. This study examines trends in sales of socially marketed condoms from 2001 to 2011 using DKT International’s Contraceptive Marketing Statistics. The study also analyzes trends in condom use using the 2004 and 2009 waves of the Lesotho Demographic and Health Surveys and the 2012 wave of a survey conducted for the Lesotho Soul City Project. Results show that sales of social marketed condoms have increased substantially between 2001 and 2011. Condom use has also increased dramatically, with the most significant increases seen among those of lower socioeconomic status. To continue improving availability and equity in condom use, a Total Market Approach (TMA) is recommended.