Supermodel Mathira Promotes Family Planning for Pakistani Couples; Six Million Women Have Unmet Need for Contraception
Online popularity of DKT Pakistan’s advertising spots for “Josh” brand condoms illustrates effectiveness of social marketing techniques
WASHINGTON – The new television advertisement from DKT Pakistan, featuring Pakistani supermodel Mathira Kahn, has been building acceptance and popularity for the “Josh” brand of flavored condoms and has received extensive social media viewership on YouTube and Facebook. Such marketing reach brings family planning messages to millions of Pakistani couples, many with unmet needs for contraception in the world’s sixth most populous country.
Because Pakistan’s population could double by 2050 at current growth rates, advocacy for family planning is essential, yet also still controversial; the DKT Pakistan ad tastefully yet openly deals with this sensitive subject. However, as of Tuesday, July 22, 2013, press reports indicate that the Pakistan Electronic Media Regulatory Authority (PEMRA) has directed its member television channels not to broadcast the ad.
The ad marks the first time that the benefits of condom use have been addressed on Pakistani national television. It portrays a “regular guy” who has just married supermodel Mathira, a faithful and dedicated woman who is devoted to her husband. When asked how he accomplished such a feat he replies in the ad’s tagline, “Bring ‘Josh’ into your life.”
“Our ads featuring Mathira are a major step to build contraception demand through mass media and non-traditional communication,” states DKT Pakistan Country Director Juan Enrique Garcia. “By emphasizing the quality and ‘cool factor’ of the product, we can reduce the social stigma of condom use and target all socio-economic groups to promote family planning.”
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