The local mining and logging population is being targeted in a new behavorial campaign initiated by GHARP and Ansa McAl that promotes the consistent use of condoms.
Ansa McAl’s ‘Slam’ line of branded condoms, which had been introduced on the regional market close to two years ago after it started collaborating with GHARP, has been chosen to carry the campaign messages. The beverage giant is expected to ensure a reliable supply of the condoms to customers who fall in the brackets of the most at risk population.
According to a joint press release issued earlier this week, Ansa McAl has provided US$2500 to support GHARP’s communication campaign that is aimed at miners and loggers. GHARP said Ansa McAl offered a strategic advantage for its project to reach the most at risk populations since the beverage giant possesses “the strongest distribution link into the hinterland through pre-existing distribution networks establisher for their beverage lines”.
Since GHARP condom marketing model is designed to piggyback on existing private sector distribution networks, the body said, Ansa McAl proved to be an ideal company for building a strategic alliance to sustain its condom social marketing program owing to it varied product line and strong distribution network.
Ansa McAl’s profile for its distribution network mirrored GHARP’s customer profiles, the release stated, since the non-traditional outlets that GHARP targeted were the same customers to whom Ansa McAl sold their products.