title: Assessing a thematic condom advertising campaign on condom use in urban Pakistan.
abstract: This study aims to assess communication processes involving a thematic condom advertising campaign in Pakistan in 2009. To evaluate the social marketing campaign for Touch condoms, the authors conducted a nationally representative survey of 1,606 men married to women aged 15-49 years. About 15% of urban married men were aware of Touch advertising. After controlling for a range of other variables including daily television viewership, confirmed awareness of Touch advertising was associated with a higher level of belief in the effectiveness of condoms, reduced embarrassment in negotiating condom use, reduced embarrassment in purchasing condoms, increased discussion of family planning, and increased use of condoms and other contraceptive methods. The findings have implications for the further development and dissemination of contraceptive advertising in Pakistan, as well as the broader construction of scientific knowledge on how advertising can influence contraceptive and other critical health behaviors in other contexts.
authors.affiliation: Population Services International/Tulane University, Karachi, Pakistan.
authors.forename: Sohail
authors.initials: S
authors.lastname: Agha
authors.forename: Christopher E
authors.initials: CE
authors.lastname: Beaudoin
mesh_terms: D000328:Adult; D000329:Advertising; D017280:Condoms / Q000706:statistics & numerical data*; D007722:Health Knowledge, Attitudes, Practice; D006293:Health Promotion / Q000379:methods*; D006801:Humans; D008297:Male; D017533:Marital Status; D008875:Middle Aged; D010154:Pakistan; D015397:Program Evaluation; D040241:Social Marketing; D014505:Urban Population / Q000706:statistics & numerical data; D055815:Young Adult