Rethinking Condom Social Marketing Strategies in Conservative Religious Communities

Authors

  • Godwin Aja Adventist International Institute of Advanced Studies
  • Victoria Aja Adventist International Institute of Advanced Studies
  • Esther N. Umahi Taraba State University
  • Gaius A Umahi Taraba State University

Keywords:

condom, condom social marketing, HIV/AIDS, sub-Saharan Africa, Seventh-day Adventist church

Abstract

Abstinence (A), being faithful (B), and condom use (C) are key strategies in HIV/AIDS prevention and control. Of the ABC, condom social marketing (CSM) appears to be common and usually applauded as successful in increasing condom use. Yet, there is a preponderance of HIV/AIDS rates, particularly in sub-Saharan Africa. This theoretical paper examines why, despite the high investment in condom social marketing, HIV/AIDS rates continue to rise unabated in sub-Saharan Africa. Biblical perspectives and the missiological challenge of condom promotion to the Seventh-day Adventist Church are examined. We recommend that future HIV prevention strategies should take into account the powerful influence of religion in African cultural settings.

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Published

2020-06-26

How to Cite

Aja, G., Aja, V., Umahi, E. N., & Umahi, G. A. (2020). Rethinking Condom Social Marketing Strategies in Conservative Religious Communities. International Forum Journal, 23(1), 116-125. Retrieved from https://journals.aiias.edu/info/article/view/12