title: The launch of new-look Chishango.
abstract: PSI/Malawi is a local affiliate of the non-profit NGO, Population Services International, which operates in over 50 countries worldwide. PSI/Malawi's mission is to "improve and sustain the health of all Malawians through cost-effective social marketing of needed and affordable health products". In this context, social marketing involves using a range of media channels to create demand for branded health products which are sold at subsidised prices through a wide range of distribution outlets (e.g. wholesalers/retailers, institutions, NGOs, the workplace, etc.). Chishango is PSI/Malawi's condom brand which was launched in 1994 to provide sexually active Malawians with an affordable means of protecting themselves and their partners from HIV transmission. In 2001, research indicated that the brand needed a 'face lift' to improve its relevance to modern Malawians and therefore lead to an increase in consistent condom use resulting in a further reduction in HIV transmission. The newly packaged and positioned Chishango was launched on the 13th May 2002. The speech below was given by the Resident Director of PSI/Malawi, Dr Desmond Chavasse at the relaunch of Chishango.
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authors.lastname: Chavasse