CDC has recommended the use of social marketing theory as a basis for modifying community norms. The target audience must perceive that the benefits of prevention behaviors are greater than the barriers to the behavior. Condoms should be marketed so that perceived barriers to use appear small compared to perceived benefits. The price should be reasonable for the audience. Many communities have made condoms available inexpensively or free.
Promotion refers to the prevention message.
The content and delivery of condom use messages should be based on the characteristics of the target audience, such as their attitudes, values, and behaviors. The CPG should include members of the target audience. Such persons can act as positive role models for the target audience and can help identify unique attributes of the audience. Conduct research to understand the intended audience. Identify the prevailing norms of the target audience.