In 1991 there were at least 39 social marketing programs selling condoms at discounted prices in 38 developing countries. Some programs are purposely unclear about the type of protection that condoms offer. The brand name Protector , for example, used by social marketing programs in sub-Saharan Africa and Latin America, suggests that people should be protected but lets the customer decide what to be protected from. In C te d'Ivoire, for example, the Social Marketing Program sponsors a TV variety show for young people. In Peru Apoyo a Programas de Poblaci n produced street theater to promote safe sex and condom use among children who live or work on the street.
Interpersonal communication takes time, especially to sustain increases in condom use.
Furthermore, unless initial counseling is reinforced, in time people begin to use condoms less, even couples who should have strong motivation to use them. Portraying condom use as a community norm or a part of everyday life can help to improve the image of condoms.