USAID / Angola - Success Stories

The Legal condom brand was launched on June 14, 2001, after extensive market research. "Legal" is Portuguese slang for "cool." As of December 31, 2001, over three million condoms had been sold through more than 1,600 outlets in Luanda, five times the projected sales goal for the year. This represents a phenomenal achievement for PSI and USAID, in that Legal condoms have become a household word in a city that had little access to condoms prior to this project, and that had never before been exposed to any social marketing programs. In 2002, the program's condom sales target is 6.6 million, 5.6 million in Luanda.

A large portion of the success of this program can be attributed to an excellent marketing campaign. Beginning with the launch of Legal in June 2001, the program has promoted the brand through a mass media campaign and sponsorship of youth-targeted events such as a pop concert and fashion show, all positioning Legal as a high quality, affordable condom that is in style and available everywhere. A pop song was composed about Legal and condom use by the top rap group in the country. That song has become very popular in Angola, and is often played at concerts and celebrations, due to popular demand. The pop concert sponsored by PSI, at which this song debuted, also served as a venue for the filming of a music video and television advertisements. Two couples introduced in the music video also starred in the advertisements and on the billboards promoting Legal. Miss Angola, a popular personality in this country, has advocated condom use, was a spokesperson for the launch of the condom and auctioned off packets of Legal with her autograph and photo.

The program's mass media campaign and promotional events positioned Legal as being in style, acceptable, and widely available. These activities were designed to strengthen social support for condom use to prevent STD/HIV/AIDS and thus decrease embarrassment and shyness in buying condoms.

To reach its two target groups of youth (under 25 years) and female sex workers, the program distributes Legal through non-traditional outlets such as bars and hotels, as well as more traditional outlets (pharmacies and supermarkets). To ensure that Legal is affordable to the program's target groups, the recommended retail price is set at 2 Kwanzas per four-pack (about $.06). Wholesale and retail margins are used to provide incentives for the distribution network.

USAID/Angola funds this pilot project through the AIDSMark social marketing initiative. It is implemented through Population Services International. Next year, the program will build upon its current success by working to empower young women to make choices that will lower their risk of contracting HIV. Street plays will be developed that explore issues related to the risk and prevention of AIDS. These plays will be staged at schools, bars, discos and public places where young people gather. The program has also met with representatives of the Church to explore a communication campaign targeted at youth within the Church. With additional funding from EDDI, the program will work with two local NGOs to implement peer education in high schools and to sensitize the police force toward AIDS prevention and condom use. The program will also collaborate with a network of local NGOs focusing on women's issues in an advocacy campaign to promote the right of women to practice safe sex. This advocacy campaign will target parliamentary members, government officials, the media, the police, and the general population. Finally, the program will produce and air a serial drama that explores issues related to AIDS, women's right to safe sex and condom use.

USAID/ Angola - Success Stories