Airing method-specific advertisements.

PIP: The Turkish Family Health and Planning Foundation initiated the commercial marketing of contraceptives in 1989 as part of a Contraceptive Social Marketing (CSM) program to make available low-cost contraceptives. In 1988 modern methods were used by 31% and traditional methods by 32.3%, while 36.6% used no contraceptives. Only 6.2% were current pill users mainly because of health reasons since high-dose pills dominated the market. A 1990 survey among urban consumers indicated a 94% awareness of contraceptive methods, 76.1% of current use, and preference for the IUD. The side effects of the pill were cited for disliking it, and the condom was rated higher. The CSM project aims at popularizing low-dose pills by explaining the differences and benefits regarding high-dose pills. It collaborated with manufacturers: Schering, Wyeth, Organon, and Eczacibasi Ilac. In 1991 a TV and radio advertisement campaign started that involves the low-dose products Microgynon, Triquilar, Desolet, Lo-Ovral, and Tri-Nordial. The introduction of the Okey condom by Eczacibasi Ilac. In June 1991 also entailed extensive promotion with newspaper ads and TV spots after getting official permission. 1.3 million condoms were sold in the 1st 2 months in 13,000 retail outlets, and 4 million more were projected to be sold. A shift of the attitude of supermarket owners allowing stocking of condoms and the support of the Turkish Ministry of Health, USAID, and the Turkish Radio and Television Bureau has facilitated the CSM project implementation that will profoundly affect family planning in Turkey.^ieng

Achieving self-sufficiency. The Turkey Contraceptive Social Marketing project sold 2.1 million cycles of low-dose pills in 1992.

PIP: To encourage women in lower socioeconomic groups to realize the benefits of low-dose oral contraceptive (OC) use, the Turkey Contraceptive Social Marketing (CSM) project was initiated in December 1991. Until this time, most Turkish women who used OCs could only obtain high-dose preparations. Many discontinued use because of health concerns, causing the OC market to decline. Working with 3 OC manufacturers, Wyeth, Schering, and Organon CSM is promoting 5 different low-dose OCs with a method-specific educational campaign. Packaging of the OCs contains use instructions written for low-literacy women. Survey results show an increase in OC use in Metropolitan areas from 8 to 12% during 1990-92, with low-dose OCs capturing 61% of the market in 1992 vs. 50% in 1991. With sales at 128% of the first year's objective, the total OC market showed its first increase in years (to 18%). The low-dose OCs have an approval rating of 84%, and 61% of current acceptors are from lower socioeconomic groups. The success of the program was assured by the marketing efforts of the manufacturers, who tripled CSM's efforts. This result has led to plans to include injectables and implants in CSM's marketing efforts, with commercial distribution to being in 1994.^ieng