The USAID Social Marketing for HIV Prevention Project re-launched the Number One Plus (N1P) condom and water-based lubricant pack at an event last evening in Ho Chi Minh Chi Minh at Bar 2000, 175 Cho Lon, District 6, HCMC.
Following months of planning to better meet the needs of consumers and commercial outlets stocking the product, N1P has been reintroduced with improved packaging in the new Number One Plus launching event at Bar 2000 in Ho Chi Minh City with the participation of the Vietnam Administration for AIDS Control in Vietnam, Provincial AIDS Committee of Ho Chi Minh City, press agencies, other international organizations and close to 500 MSM. The new Number 1 Plus is appeal to the needs of most at risk populations and a new price (to improve avaiability and visibility of the product through commercial outlets while maintaining affordability.) “The colors in the new Number One Plus (blue and orange) are very hot, striking and youthful. I hope that there will be more and more events like tonight’s launch for the MSM community, to demonstrate that we are not alone but are receiving care and support from the community, and our voices are heard”, said Mr. Le Vu Thanh, Co- Chair of National MSM Technical Working Group.
The best choice for MSM
Promoted by the USAID Social Marketing for HIV Prevention Project since 2008, N1P is a conveniently co-packaged product including two water-based lubricant sachets and two condoms. N1P is distributed and promoted through pharmacies and other easy-to-access outlets in areas accessible to most at risk populations in seven provinces of Vietnam.
In 2011, the USAID project worked with Provincial AIDS Committees, civil society organizations and other implementing partners serving men who have sex with men and female sex workers to revise the product to better respond to the needs of consumers and the trade. The result is refreshed and more attractive brand packaging highlighting the product’s benefits. The new N1P slogan, “Lube up for better loving,” emphasizes the product’s potential to increase sexual enjoyment and protect against against HIV and other STIs. The dispenser packaging has been redesigned to make it easier to visibly display at pharmacies and other convenient outlets. The price has been increased slightly to motivate sales at commercial outlets such as pharmacies, bars, saunas, hotels/guesthouses for product display and promotion. The slight price increase will also reduce the donor funding required to sustain access to this essential HIV prevention product in future. Ms. Hue, Head of Harm Reduction HCM PAC, acknowledged PSI/Vietnam’s strong efforts to engage MSM and govenrment partners in the development of a new and improved N1+ to better meet the needs of MSM, stating “We attended the N1+ marketing planning session in August 2011 and we can clearly see our inputs reflected in the updated product being launched today.”
The very widespread, eye-catching, reasonable price make N1P get MSM’s special attention at the marketing plan workshop in August 2011. Since then, with convenient, friendly and attractive design, N1P has become one of the highest quality, imported condom and lubricant brands preferred among MSM. In addition to new packaging, the fun design, characteristic of water-based lubricant has a great contribution to make sexual activity smooth and enjoy without causing scrapes which is the important factor to avoid the risk of HIV infection and other sexual diseases. The launching of this new version N1P shows that society truly has great care of MSM community with specialized products. It is not only a means to protect health and safety in MSM, sex workers who have not only higher risk of HIV infection but also help users get the sexual feeling comfortable.
More information about the USAID Social Marketing For HIV Prevention Project
The USAID Social Marketing Project is implemented by PSI/Vietnam in collaboration with the Government of Vietnam, including Provincial AIDS Committees, in nine provinces. The goal of the project is to use social marketing techniques to motivate consistent use of HIV prevention products, services and related safer behaviors and to build national and provincial capacity in social marketing and behavior change communication. The project has four main target groups: female sex workers, male clients, men who have sex with men and injecting drug users. Project activities are implemented in careful coordination and consultation with the Ministry of Health and other stakeholders at national, provincial and community levels.