A Report on a Contraceptive Social Marketing Experiment in Rural Kenya

There is a recognized need for the development of nonmedical, grassroots family planning delivery systems. This report describes the results of a two-year experiment in rural Kenya in which local marketing resources were utilized to promote and distribute condoms through village stores. The impact of the extensive advertising campaign on the test market area was measured by comparison with a control area and by before, during, and after sample surveys. In addition to achieving a condom sales level of 0.21 pieces per capita after 12 months, the program had a marked impact on family planning knowledge and practice, although not on attitudes. The authors assess the program's performance in relation to its goals and suggest how such social marketing programs could have far-reaching significance in most developing countries.