DKT uses digital, social and mass media to change behavior and influence target audiences to adopt healthy behaviors using our products and services. We frequently experiment with new marketing approaches to reach young and under-served populations, and tailor campaigns for specific cultural contexts.
DKT positively influences behaviors and promotes its contraceptive brands and clinical services by leveraging mass media: TV, radio, print, outdoor and digital advertising. Our teams make full use of all digital platforms, working with key opinion leaders and young influencers active on Instagram, TikTok, Facebook, LinkedIn, and YouTube to promote their programs and brands. Here are a few examples of DKT’s use of both mass and social media:
Mass media
We encourage sex positivity and responsibility by reaching out to young people and couples to address taboo topics in conservative countries on a very public stage. Here are some of our favorites – old and new:
- In Francophone West Africa, DKT produced a TV advertisement for emergency contraception (EC)—the first-ever mass media promotion for EC in the region—to challenge silence and stigma around the method.
- In Indonesia, DKDT collaborated with the BKKBN (the Department of Family Planning) to launch an IUD behavior change campaign featuring young and established mothers. Three of the four ads targeted specific groups, while the fourth was a Public Service Announcement (PSA) developed in coordination with the BKKBN, promoting the message “IUD is the solution for all”. The PSA was disseminated throughout Indonesia as part of the BKKBN’s national family planning strategy.
- In India, DKT aired a pioneering advertisement on medical abortion that, to our knowledge, is the first and only TV advertisement for medical abortion in the world.
- In Brazil, DKT produced an advertisement for the combined use of an Andalan IUD (for her) and Prudence condoms (for him).
DKT’s YouTube page features our all-time favorite ads from many countries.
Educational platforms and programs
Digital platforms have become an invaluable tool to engage with young people and meet them where they are: on their phones. DKT has introduced entire platforms, including Berani Berencana (Take Control) in Indonesia Thiloyarmay (a youth-oriented platform in Myanmar) and Batela Lobi Na Yo in the Democratic Republic of the Congo (DRC) to specifically engage young contraceptive users. Platforms like these give young people a judgement-free place to get information on contraceptives, advice on the best method for their lifestyle, and information about where they can access our products. Explore our social media resources around the world here.
In Mexico, teen pregnancy is a pervasive problem with adolescents accounting for 15 percent of all live births, according to statistics from 2020. DKT’s runs a groundbreaking sex-education program in the country called DKT School that reached more than 400,000 middle and high school students in 2023. The program is not sex education as you may have experienced but, but an interactive, sex-positive program that is not afraid to challenge cultural norms.
Explore our digital platforms around the world by clicking on a specific country or regional page and discovering their digital resources.
Using technological tools for consumer care
In Nigeria, TV and radio program listeners are directed to text their sexual health questions to a secure number run by DKT’s Honey&Banana Connect call center. Doctors and certified health professionals call them back with answers to their questions and can even refer them to nearby clinics. DKT has rolled out similar SMS messaging programs in the DRC and Liberia.
DKT operates contact centers around the world, including in Mozambique, DRC, Francophone West and Central Africa, Anglophone West Africa, and Indonesia. Much like Honey & Banana Connect, operators at DKT’s contact centers address callers’ questions about family planning and provide referrals. Contact centers are accessible by phone and social media messaging applications like Facebook Messenger and WhatsApp.
