1. Here’s what we wrote in a previous edition of the Instructors Manual: “The Brazilian approach of distributing 10 million condoms during Carnival in Rio de Janeiro seems quite simple-minded. Trying to get “euphoric drunks” to behave rationally and responsibly seems like a major waste of precious Health Ministry resources. The attitudes and behaviors related to safe sex are quite complex and the marketing/social change problem for health officials is akin to other difficult public health issues like birth control, smoking (see Case 4-6), alcoholism, and the HIV/infant formula conundrum (discussed in Case 1- 2) Alternatively, the Indian approach of using barbers to dispense condoms and health advice seems quite well considered. One wonders if such an approach might be worth trying in Brazil?”

Despite our best analyses then, it appears (albeit from the popular press) that the “try everything” approach seems to be working in Brazil. Given the gravity of the problem, perhaps such an inefficient approach may be justified. And, of course, it is hard to measure the promotional value of the “Mardi Gras” distribution. Also, certainly we laud the gumption of Coke and Pepsi to publicly consider promoting condoms in India. Indeed, we wonder what other innovative marketing strategies might be experimented with around the world? 

2. The AIDS problem in the United States is relatively more under control. Education levels and growing success with medical treatment has slowed its advance here. However, prevention in the United States can certainly be improved through creative thinking and research regarding the encouragement of safe sex, particularly among young people.

3. It’s hard to imagine distributing condoms during Mardi Gras in New Orleans or at the latest rock concert. It’s also hard to imagine a barber engaging a customer in a conversation about safe sex here in America. But the key with this question is to promote a creative discussion among your students on these issues. During class you might ask, “If these approaches won’t work in the U.S., what might work?” You might also ask how research should be conducted on these issues. Certainly the methods most appropriate will be in-depth interviews and other qualitative approaches. Evaluation of pilot programs/test marketing will also be important.

4. The key is for LIG/Durex to work with local health officials in developing education and condom distribution programs. The key will be work at the local level to modify successful approaches used elsewhere and to develop new approaches to marketing the condoms and the associated social change. This kind of work will be the best example of marketers as cultural change agents.