June 01, 2007

Eritrean Art Students Design Condom Logo

eritrea2.jpgIn Eritrea, where currently the AIDS rate is 2.7% of the population, the military is (or was) carrying little leather condom pouches containing four condoms of the Abusalama brand. This is a brand of condoms which had its logo designed by schoolchildren. The pouch & the condom feature a yellow leaping dolphin - a sign of nurturing as dolphins are known for protecting human beings.

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 logo. Groups of young people were asked to judge the most attractive 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.

Posted by filchyboy at June 1, 2007 01:26 PM