In Eritrea – situated in East Africa – where the AIDS rate is currently 2.7% of the population, advocacy groups turned to art students to develop a new logo for the Abusalama brand of condoms. The new brand, distributed to the military, is being packaged in a four condom pouch, featuring the new logo – a couple and a leaping dolphin (developed with the folklore notion that dolphins are protective of humans) – with farily decent success. According to the press release from the USAID web site –
In 2001, the USAID-supported Eritrean Social Marketing Group needed to develop a new logo for the Abusalama brand condom sold for HIV prevention. The Eritrean Social Marketing Group (ESMG) is a partnership of the U.S. NGO Population Services International and an Eritrean NGO, the National Union of Eritrean Youth and Students. “Abusalama” is the Eritrean word for dolphin, and there is a rich tradition of folklore around the Red Sea that dolphins will try to protect human beings. The ESMG promotes abstinence and fidelity as well as condoms in its HIV education efforts.
There are no advertising agencies in Eritrea with which the ESMG could contract for the new logo. Instead, the ESMG turned to an Eritrean art school in Asmara and challenged young artists to a contest to develop the new condom logo. Groups of young people were asked to judge the most attractive condom logos and how well they conveyed the Abusalama theme. Since the new logo was adopted, sales of Abusalama condoms have increased over 20 percent. Turning to young artists saved money, produced a highly effective logo, and gave young artists a chance to help defend their future against HIV/AIDS.
A tip of the hat to Art Condoms for the piece (pic at link).
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