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| HLFPPT Maharashtra |
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 Condom Social Marketing Programme
Maharashtra, a high burden state of India that reports over one fifth of total HIV cases in the country (Behavior Surveillance Survey: 2006). HLFPPT is implementing Maharahstra Condom Social Marketing Project (MCSMP) with support from USAID as a generic condom promotion campaign in high risk areas of 22 districts of Maharashtra.
The program is being implemented
with the aim of significantly halting
and reversing HIV/AIDS infections
by ensuring, 100% condom usage in
all unprotected sex acts. In year
2007-08 approximately 21,000 Non
Traditional Outlets (NTOs) have been
mapped for targeted distribution.
Under the NTO training program
7500 NTO were trained, out of which
around 5000 NTOs started stocking
condoms as evident from enrollment
in Condom Display drive and Condom
Trade Scheme Four Risk Behavior
Assessment Studies (RBAS) were
undertaken with targeted population
- Clients of Sex Workers, PLHA,
MSM & TG and IDUs. Based on the findings communication strategies were formulated. Based on previous concurrent assessment, of Mass Media campaign - "Bhau" was relaunched on TV, Radio and Cable TV to reach out to the Clients of Sex Workers. New partnerships with government and private organizations have also been made.
The initiatives have created an impact and the overall condom market in the state had hit the growth trajectory as seen in the ORG Retail Audit Report of the last two years. This programme has been contracted for the period upto 2011.
HLFPPT has a dedicated team of 25 Field Officers, five supervisors and five managers for efficiently implementing the targeted intervention programme in Maharashtra.
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