title: Measuring the effectiveness of contraceptive marketing programs: Preethi in Sri Lanka.
abstract: The Preethi marketing program resulted in sales of more than 11 million condoms during its first 33 months, multiplying Sri Lanka's annual per capita condom use by a factor of five. Estimates for 1974 show 144,000 new acceptors (8% of married women of reproductive age), totaling 50,000 couple-years of protection. It is also estimated that more than half of the nation's 1.8 million couples of childbearing age were educated about the function of a condom. Unit costs were low for this new, nationwide program: about US $2.00 for each new acceptor; 6.00 dollars for each couple-year of protection; and 0.09 dollars for each couple educated. The program's success suggests that a social marketing approach can advance family planning at a relatively low cost.
mesh_terms: D000329:Advertising; D003142:Communication; D003275:Contraceptive Devices, Male; D003276:Contraceptives, Oral; D003280:Contraceptives, Oral, Synthetic; D003362:Cost-Benefit Analysis; D004467:Economics; D005260:Female; D007722:Health Knowledge, Attitudes, Practice; D006801:Humans; D008297:Male; D011247:Pregnancy; D013188:Sri Lanka
chemical_list: D003276:Contraceptives, Oral; D003280:Contraceptives, Oral, Synthetic