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The Health Marketing Initiative
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The AFFORD Initiative is a five year, USAID-funded
program that uses innovative marketing approaches
to improve Ugandans’ heath. The Initiative focuses
on four areas: HIV/AIDS, malaria, family planning, and
child health. AFFORD also expands markets for health
products and services, improves product distribution,
and encourages community action on health.
Bar Promotions
Encouraging condom use and other healthy behaviors
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Bar Promotions
Encouraging condom use and other healthy behaviors
Making condom demonstrations fun
Notorious for lowering inhibitions, alcohol can lead
to risky sexual behaviors like unprotected sex, multiple
sexual partnerships, and relations with commercial
sex workers. Research has documented a link between
alcohol use and HIV infection in Uganda and other
African countries. AFFORD’s bar interventions came
from the desire to promote condoms among those who
face higher risks of HIV exposure. With Pulse Uganda,
an AFFORD implementing partner, AFFORD
employs a unique blend of entertainment and
education to encourage bar customers to use Protector
condoms. The Initiative also assists bar owners to
develop and implement HIV/AIDS workplace policies.
The big idea
By promoting safer sex in bars, AFFORD reaches individuals likely to engage in risky sexual
behavior. The program’s playful approach overcomes HIV message fatigue while encouraging safer
sexual behaviors.
Our thinking
In the bar environment, playful “teasers” can introduce the subject of sex. Games and skits with
sexual connotations engage audiences and get them to talk about such taboo subjects as sexually
transmitted infections and safer sex practices. Other types of entertainment such as drama, bar
games, and question and answer sessions encourage audience involvement.
Pulse organizes its activities around
“thinking, talking, and acting on
safer sex”. “Thinking” activities
include quizzes on HIV prevention.
“Talking” includes dialogue and condom
demonstrations. “Acting” includes games
and skits. During an evening’s edutainment,
participants have frequent opportunities
to win prizes. Couple participation is
strongly encouraged fostering couple
communication.
Bar promotions target audiences that
other initiatives may not reach. By
focusing on safer sex, bar promotions give
priority to:
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Interactive Quizzes Clarify Myths
These questions and answers are used to quiz
audiences as they compete for prizes.
Can a condom be used twice? No. Condoms are used
once. Every time you have sex, use a new condom.
It is possible for one partner to be infected with
HIV and the other is not? Yes. These are called HIV
discordant couples. These couples need to practice
safer sex to protect the person who is not infected.
Can a condom be too small? No. Condoms are
elastic. You can even pull it over your fist and arm.
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Correct and consistent condom use and storage.
Building skills for discussing safer sex with partners.
Dispelling rumors, myths, and misconceptions about condoms.
Encouraging people to always practice safer sex.
Bar promotions provide opportunities for people to access condoms. In the course of bar
promotions people are encouraged to purchase condoms. In these settings people are less fearful that
others will judge them for buying condoms.
Our progress
Pulse has equipped four teams of three people to manage bar activations across the country. In
approximately two months, the teams have conducted 213 bar promotions, reaching over 23,000
people.
Coming soon
To enhance the link between health behaviors and products, AFFORD will include bars as ongoing
points of sale for Protector and “O” condoms.
Teasers Capture Bar Patrons’ Attention
This “teaser” has proven successful at relaxing patrons and helped them talk about safer sex.
Two men walk on stage arguing furiously:
Musa: I’m telling you the truth, mine’s bigger.
Paul: No way, mine’s bigger—and longer.
Musa: You’re joking! Mine’s longer.
Paul: Wamma people, (turning to the audience), who do you think has the longer one?
Musa: Stop trying to get people into your camp! Prove it. You prove it if you can.
Paul: You want me to show it to you? Eh eh eh? (He places his hand on his abdomen, slightly above
his crotch.)
Musa: Yeah, that’s the only way to find out.
Paul: (turning to audience), Should I show him?
…..The bantering continues between the two, and eventually both of them hold the buckle area of their
pants as if they are going to unzip. Finally, the two men unbuckle their belts, and compare their length and
width, with the help of the audience.
The AFFORD Consortium
The Johns Hopkins Bloomberg School of Public Health Center for Communication Programs
• Aclaim Africa Ltd. • Communication for Development Foundation Uganda • Futures Group
International • Malaria Consortium • PULSE Communication Ltd.
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