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  • Title: Measuring the effectiveness of contraceptive marketing programs: Preethi in Sri Lanka.
    Author: Davies J, Louis TD.
    Journal: Stud Fam Plann; 1977 Apr; 8(4):82-90. PubMed ID: 403641.
    Abstract:
    The Preethi marketing program resulted in sales of more than 11 million condoms during its first 33 months, multiplying Sri Lanka's annual per capita condom use by a factor of five. Estimates for 1974 show 144,000 new acceptors (8% of married women of reproductive age), totaling 50,000 couple-years of protection. It is also estimated that more than half of the nation's 1.8 million couples of childbearing age were educated about the function of a condom. Unit costs were low for this new, nationwide program: about US $2.00 for each new acceptor; 6.00 dollars for each couple-year of protection; and 0.09 dollars for each couple educated. The program's success suggests that a social marketing approach can advance family planning at a relatively low cost.
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