ASHONPLAFA re-launches Guardian and Piel Brand Condoms with PSP-One support in Honduras

In August 2008, the Honduras NGO ASHONPLAFA held a series of events to re-launch its social marketing condom brands, Piel and Guardian. The purpose of the events, titled “Noche de Clasicos”, was to unveil the new look of the Piel and Guardian brands as well as to provide general information about condom use in Honduras to pharmacy staff and clinicians. The events were held in San Pedro Sula, La Ceiba, Tegucigalpa and Choluteca.

The events involved interactive educational activities as well as informal lectures with ASHONPLAFA’s volunteers where they discussed the use of condoms in Honduras and the importance of preventing STDs. They stressed that contraceptive method is the only method that offers double protection against both STDs and unplanned pregnancy. Over 500 pharmacy staff attended these events in addition to ASHONPLAFA´s own staff.

The Guardian and Piel re-launch is part of a broader Abt Associates-led PSP-One project strategy to increase the sales of ASHONPLAFA´s products to strengthen its social marketing program. The first step was to modernize the look of the products which had been in the market and unchanged since 1999 for Guardian brand condoms and 2000 for Piel brand condoms. These events provided the opportunity to showcase recent improvements in the packaging and marketing strategies of two of ASHONPLAFA’s strongest brands.