SNAKE Condom Social Marketing Campaign

Local youth worked closely with the MSIA, VACCHO, MAHS, and the advertising agency throughout the product development phase. As suggested by a number of young Indigenous people, the new condom was named SNAKE, which is symbolic of Indigenous culture, and which "lends itself to some fun and cheeky innuendo to which teenagers can relate." The SNAKE Condoms logo also integrated preferences cited by the Mildura community, including strong use of the colours of the Aboriginal flag, as well as a blend of traditional and modern Indigenous art. To increase appeal, SNAKE Condoms are flavoured and come in the colours of the Aboriginal flag – red for strawberry, yellow for vanilla, and black for chocolate. They are ultra thin and are sold in discreet-sized packs so they can easily fit in a pocket or purse.

To spark initial "buzz" about this condom, the city of Mildura (in Victoria) celebrated the launch of the SNAKE Condom brand in March 2004 by hosting a free concert that drew approximately 2,000 people. "Snakefest" featured "prominent Australian chart toppers including Shakaya and Mercury 4, as well as hip hop artists Brothablack, Little G and R&B singer Dalys." One of the hosts of the event was Indigenous television star Aaron Pedersen.br>

Having created - and then spread the word about - what was meant to be an appealing brand, organisers sought to ensure that - once motivated to buy and use the condoms - youth could have easy access to the product. Thus, in addition to being sold at chemists and the MAHS, SNAKE Condoms are also made available at Aboriginal and mainstream sexual health centres countrywide. The condoms are sold in 3-packs for AUD$2. (Most young people that took part in formative research viewed condoms as being too expensive, so MSIA and VACCHO needed to ensure that the new brand was affordable, but not so cheap that the condoms might be perceived to be of poor quality.)

SNAKE Condoms (and the safe sex message) are being promoted through a print, poster, transit, and radio advertising campaign. Strategically placed public health messages (e.g., "Don't Let Your Community Get Bitten. Ask for a Snake", "Cover its Head and It Won't Bite You", and "Trouser Snakes Are the Deadliest") appear in Indigenous-specific and Indigenous-relevant venues, such as sports clubs, schools, community health centres, hostels, youth refuges, needle and syringe exchange venues, and shopping centres. In addition, to reinforce brand awareness, men's and women's T-shirts, caps, visors, and key-ring condom holders were produced.

On the occasion of World AIDS Day (December 1) 2008, MSIA launched the SNAKE Condoms website, which was developed, written, and designed in consultation with Aboriginal youth. The sex education website features information on STIs, teenage pregnancy, contraception, and drug and alcohol usage. Teens can find out where there nearest sexual health centre is and how they can obtain contraception. An educators' section (in development, as of this writing) will feature a SNAKE Condoms toolkit including guidance for running a sexual health awareness event and creating a network of peer educators and sellers; up-to-date sexual health information and statistics will also be featured in this section of the website. Details about contests are also provided. For instance, "the Deadliest Slogan Competition" invites youth to send suggestions for new SNAKE Condom poster slogans; the first 25 people to enter will be sent a free SNAKE Condoms Summer Survival Kit, which includes SNAKE Condoms-branded t-shirt, hat, key-ring, and a 3-pack of SNAKE Condoms. The top 3 entries win an iPOD.

Youth, HIV/AIDS, Reproductive Health.

The following statistics are from the report "Bloodborne Viral and Sexually Transmitted Infections in Aboriginal and Torres Strait Islander People: Surveillance Report 2007": In 2006, there were approximately 10 newly diagnosed HIV infections per 100,000 Aboriginal and Torres Strait Islanders residing in major cities, and only 6 per 100,000 non-Indigenous. Among Aboriginal and Torres Strait Islander people residing in remote areas in the Northern Territory, South Australia, Victoria, and Western Australia, the rate of diagnosis of Chlamydia was almost 13 times that of non-Indigenous people.

Organisers state that partnerships with key Indigenous organisations, local community input for guiding programming decisions, as well as a commitment to work in alignment of the principles of Aboriginal self-determination and community control were key to the success of the initiative.