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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