Abstract

PIP: Ecuador's contraceptive social marketing program will be launched in January 1984 with distribution of a colored condom (Liber) and a low dose oral contraceptive (OC) (Evitex). The program, which is funded through a 3-year US$1.2 million award from the US Agency for International Development (USAID), is managed by the Ecuador family planning association. Due to the fluctuating foreign monetary exchange rate, product prices have not yet been determined. However, Liber sales are expected to benefit from a government decision that removed condoms from the list of favored import products. The products will be cautiously promoted through generic television advertisements on family planning. In Ecuador, contraceptive products are not mentioned by brand name. If public response to the general family planning messages are favorable, brand name advertisements will run in small newspapers and on the radio. Eventually, advertisements will be placed in the 2 national newspapers with the aim of stimulating support of contraceptive social marketing among key opinion makers. OCs and IUDs are the most popular birth control methods in Ecuador, but nonavailability of OCs has retarded family planning efforts. Evitex will be sold on a prescription basis through about 1800 pharmaceutical outlets, while Liber will be distributed through pharmacies and the country's 30,000 "Mom and Pop" stores. A 3rd product, a spermicidal foaming tablet (Orlinda), will be available for distribution in mid to late 1984.