GOAL:
The football World Cup 2010 Condom
Mary Leakey
[email protected]
Overview
• Regional intervention to scale up condom use and support
HIV prevention efforts in Southern Africa
• An effort to change the prevailing negative attitudes towards
condom use, which have led to condom use in the region
being disappointingly low, by taking advantage of the massive
marketing potential of the World Cup 2010
• Launch a new, exciting brand of football condoms with the
World Cup, being hosted in South Africa
Background
• Why Focus on Southern Africa?
– region with highest HIV prevalence in the world
• Why prevention?
– Care, treatment & support all vital components of a holistic response
to HIV but prevention is still key
– Greater proportion of population who are not infected than those
living with HIV
– Cost effective
• Why condoms?
– Cater for individuals for whom abstinence and faithfulness do not
present viable options
– Within a situation where there is the potential for sexual transmission
of HIV, condoms provide the most effective and practical means of
prevention.
However…
• Uptake of condoms remains lower than optimum
– Supply
• Inhibitive cost
• Lack of availability
• Inaccessible
Review dissemination channels / subsidise cost
– Demand: what GOAL aims to address
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‘condoms don’t feel nice’
Issues of trust & use of condoms
Stigma (not ‘macho’)
Negotiating condom use
A Solution?
• Change the way condoms are perceived…
– Re-market
– Re-brand
– Re-vamp
Develop a condom for the Southern African market
Create a ‘buzz’ around the product
David Wedel (Founder & President of Global Protection Corp.)
combines condoms with popular culture in an effort to ‘make
condoms as socially acceptable as toothpaste and safer sex as
second nature as wearing seatbelts’
Why launch GOAL with the
World Cup?
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No other sport is followed as fervently as football in the region
The World Cup creates massive excitement and draws huge audiences within the
region
In 2010, the football World Cup is being hosted in South Africa
By launching GOAL in line with the World Cup, we can take advantage of the
massive audience, the excitement & buzz around the World Cup – the World Cup
is the perfect marketing opportunity to ‘re-brand’ the condom.
Football audience (15 - 49 years old) – correlates with the sector of the population
with highest HIV prevalence.
– AIDS related illness is the leading cause of death amongst both men and women aged
between 15 and 50.
•
World Cup – celebratory atmosphere – prevention interventions even more
relevance.
– At the last World Cup, Germany 2006, it was estimated that 3 million fans paid for sex
with over 40,000 sex workers
For the love of football…
Design
• New developments in condom manufacture –
not readily available in the region
• GOAL will provide a range of high quality
condoms – developed and marketed for the
region – providing a choice & selection that is
not currently available
Design, cont…
• Fun, new, modern, funky
• Packaging – round, coloured like a football, setting it
apart from other brands
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Studded
Ribbed
Extra sensitive
Warming
Extra Strong
‘What will the ref say?’
* to support condom negotiation efforts.
– Variety Pack
Branding
• Branding is vital.
• If marketed correctly, people will refer to the
product by the brand name ‘GOAL’, rather
than referring to is as a condom – the word
condom has negative connotations.
• The logo and tag line ‘Do you have a goal?’
will be central to the branding.
Marketing
• The World Cup in SA – an unmatched
opportunity to launch a new condom
• TV spots will tie in with posters, billboards and
other advertising media
• Radio plugs / discussion / reviews
• Professional footballers to endorse
• Major advertising campaign
Marketing GOAL as a brand
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Do you have a game plan?
If you’re going to play, play by the rules
There is a better way to protect yourself
Play it safe
Marketing the GOAL range of
condoms
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Standard – GOAL
Studded – GOAL Studs: studded for extra pleasure
Ribbed – GOAL Blades: ribbed for extra please
Extra Sensitive - GOAL Skin: thinner for extra sensitivity
Extra Strong - GOAL Glove: stronger for extra protection
Warming - GOAL Heat: warming lubrication for extra pleasure
• Variety Pack – GOAL:442 (winning formation)
• GOAL: ‘What will the ref say?’ – to support condom negotiation. The
packet will not say what sort of condom will be inside
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Red card
Yellow card
Free kick
Play on
Distribution
• Shops, bars, hotels, hairdressers / salons, clubs, fuel
stations, kiosks, vending machines – easy,
confidential and unconfrontational access
• Promotional materials (initial launch):
– Utility items which all have an inbuilt ‘GOAL’ pocket
(round)
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Passport holders
Key ring holders
Make up bags
Cell phone holders
Wallets
encouraging people to have a GOAL on them at all times, whilst also
reinforcing the brand
Conclusion
• Attitudes can, and do, change
• By re-packaging the condom as a new, funky, high quality
product we can make condoms more desirable
• By marketing the brand in line with the World Cup we can
create the necessary ‘hype’ to encourage people to rethink
the condom
• With ‘hype’ comes discussion, and with discussion comes an
increased openness to condoms
• By providing people with a product that is desirable, well
marketed and by de-stigmatising the condom, we can
maximise the use of condoms and, in doing so, scale up HIV
prevention efforts