When Lithuania became independent from the Soviet Union in 1991, political changes were not the only ones to take place in this country of 3.6 million people. Market reforms were followed by dire poverty, an upsurge in unemployment, collapsing infrastructures, and shifts in ideological systems. Coupled with a lack of sex education and HIV epidemics in bordering countries, Lithuania is ripe for an explosion of sexually transmitted diseases and unwanted pregnancies. In February 1998, two types of the Cool Condoms brand were launched in the Lithuanian market, supported by a donor-funded media campaign, and initial sales have been extremely encouraging. The price is controlled, and the model is designed not to distort the contraceptive market, but to act as a catalyst in the natural transition to a free market system.
Sustainability is a key objective.
After five years, commissions will support the media and educational campaigns without further donor funding. In seven years, income alone could support the association. The European Network aims to pass its expertise in financial and business management on to LFPA, equipping them with tools to pursue other private sector projects. The Social Marketing Campaign started in Latvia in 1997 and moves into Bulgaria and Estonia in 1999. While all IPPF regions have made efforts to encourage financial sustainability, government policies, public attitudes and economic hardships have resulted in mixed success rates.