Around the world, an estimated 17.1 million women are living with HIV. Biological vulnerabilities, as well as deeply entrenched gendered power imbalances put women at increased risk of HIV, making female-initiated prevention methods crucial to the fight against HIV. The female condom, because it can be female-initiated, provides an additional HIV prevention option alongside male condoms and can offer women empowerment and greater control over their reproductive health.

Recent studies indicate that the introduction of the female condom to environments where the male condom is already available has resulted in increased instances of protected sex. For example, it has been accepted in situations in which men refuse to use a male condom and in situations where women do not trust their male partners to use a male condom correctly. A major study in Zimbabwe showed consistent use of female condoms among inconsistent male condom users and among married women who had never used a barrier method.

PSI first began marketing female condoms in 1995 in Zambia, and as of 2006, PSI and its affiliates have sold more than 12 million female condoms for prevention of HIV/AIDS and unwanted pregnancy to low-income populations in 30 countries. PSI collaborates with the Female Health Company who produces the female condom, as well as groups such as UNFPA to open markets for and increase access to the female condom in developing countries.

Research results demonstrated that interpersonal communication strategies are the most effective way of promoting use. As the female condom is a somewhat complex product, it is important to ensure an environment conducive for product promotion, requiring on-going support to women to address major barriers to use, including correct usage information and negotiation with sexual partners. Focus group research has revealed that women are more likely to buy female condoms when the product is available in reliable, discreet and female-friendly outlets such as pharmacies, private doctors' clinics and health centers.

The following are some specific successes PSI has experienced with different social marketing approaches:

• A novel approach used by PSI/Zimbabwe to increase awareness and distribution of the Care female condom capitalized on the relationships between Zimbabwean women and their hairdressers. PSI/Zimbabwe trained hairdressers in over 500 hair salons, which also served as retail outlets for the product. Many women in Zimbabwe visit hair salons on a regular basis and the predominately female environment of salons offer a unique setting for women to touch and feel the product and discuss issues surrounding condom use and negotiation. Over 52% of the 1.4 million condoms were sold through the hair salon network.
• Studies of PSI's Zambia affiliate indicate that the female condom is marketable to both men and women. Primary promotional efforts took place in a wide variety of locations, including pharmacies, universities, bars, car washes, police camps and markets, and, despite an initial target market of university women and commercial sex workers, follow-up studies showed that a significant number of purchasers were men.
• In Thailand, female sex workers and men who have sex with men (MSM) are at high risk of acquiring HIV. The female condom has proven to be an effective prevention option for both groups, and has been effectively distributed by peer educators in both communities. However, the label of “female condom” makes the product less popular among MSM. In response, PSI/Thailand is currently marketing the Feel condom to appeal to both men and women.

• Back to Family Planning

• Back to HIV/AIDS

Zimbabwe: A hair dresser and client discuss the Care female condom.

A female condom

The Feel condom – technically a traditional female condom – is being marketed to MSM in Thailand.