Publication Date
Publication Date: 
June 21, 2016

This webinar video shares research and implementation experiences of the total market approach (TMA) for condom programming. “TMA is a system in which all sectors – public, socially marketed, and commercial – work together to deliver health choices for all population segments. The goal is to ensure that those in need are reached with the appropriate products: those in the poorest communities receive free products, those with slightly greater resources benefit from partially subsidized products, and those with a greater ability to pay should purchase their products from the commercial sector. Greater efficiency in the market increases sustainability by better targeting public and social sector subsidies and decreasing “crowding out” of the commercial sector” [from Population Services International].

The webinar is in response to a new initiative launched by the United Nations Population Fund (UNFPA), in collaboration with the World Bank, the Reproductive Health Supplies Coalition (RHSC), the United States Agency for International Development (USAID), and the International Labour Organization (ILO), to increase the availability of, access to, and usage of 20 billion condoms in low- and middle-income countries by the year 2020. It is known as the 20 by 20 Initiative. Concerns about appropriate pricing strategies, crowding out of the commercial sector and an inefficient use of public funds have motivated several organisations to adopt or recommend a total market approach for condom programming.

The webinar consists of the following presentations:

  • Dr. Kimberly Green, USAID/PATH Healthy Markets Project - A Total Market Approach in Vietnam
  • Marguerite Farrell of USAID - A Total Market Approach for Family Planning
  • W. Douglas Evans, Ph.D., George Washington University - Condom Branding and the Total Market Approach in Low-income and Middle-income Countries (LMIC)

AIDSFree website on June 28 2016.