Assessment of the Fiji-Based Condom Social Marketing (CSM) Program

Abstract

This paper discusses the results of a systematic review of the Condom Social Marketing (CSM) program which was implemented in Fiji by a non-profit organization for a period of 5 years. The CSM program was introduced during a decade when Fiji was recording an escalating number of new Human Immunodeficiency Virus (HIV) infections. The aim of the program was to increase the awareness and utilization of safe sexual practices among the most vulnerable group—the youths—which had reported the highest incidences of sexually transmitted infections. Program assessment revealed that the CSM program had reportedly increased the acceptability, accessibility, and usage of their TRY TiME condoms in Fiji. We conducted a survey on a sample of sexually active people during January–February 2009 to examine their prevailing level of knowledge about HIV/AIDS, sexual behavior/practices, and risk perception. The results showed that, despite the high level of awareness about HIV/AIDS among survey participants, people did not consistently practice safe sexual behavior and commonly identified themselves as at low risk of acquiring HIV. This paper concludes that more extensive behavior change programs are needed in order to influence people to change their risky sexual practices and reassess their risk perceptions.