Principle 6: Tap into the culture

If we tap into the culture of people they will apply what they know already

Condoms are hip at Bangkok University
To convince students, who are very well aware of HIV/AIDS, to use condoms - we are branding them as something really 'hip' at the University in Bangkok. We use channels that are popular with students: glossy magazines and the favorite radio station to get our messages across.
[Pratchawin Somsak]

"It is cool to be virgin in East Jakarta"
In Muslim East-Jakarta condoms cannot be promoted easily among youth. That's why the Red Cross team started a progress to make virginity more popular
Dewi Rahmadania

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