DKT Brazil promotes its Prudence condoms during Carnaval in São Paulo the first week of March. This approach is typical of DKT Brazil's successful technique of promoting condoms for fun, and not for protection and responsibility. Photo: DKT Brazil
SÃO PAULO, Brazil — In 1991, a non-profit social marketing organization set out to make condoms accessible and affordable in Brazil at a time when they were expensive and hard to find, and the number of Brazilians with HIV was climbing. In the process, DKT Brazil made its brand Prudence the number-one condom in the very competitive Brazilian market, and also helped enhance contraceptive security.
The result is that condoms have become normalized in Brazil—more used and less stigmatized—which has helped limit the spread of HIV.
In 1990, the World Bank estimated that Brazil would have 1.2 million people living with HIV by 2000. However, that never happened: By 2000, there were fewer than 500,000 infections. After peaking in 1996, according to UNAIDS, AIDS-related deaths have remained fairly stable. Brazil is now considered an HIV success story. Condoms—distributed through by the public and private sectors— played an important role in that success.