The Challenge
The spread of HIV/AIDS has been dubbed "China's titanic peril" by the United Nations. Futures Group Europe – contracted by the British government – engaged APCO to formulate strategies to help fight the spread of HIV in China. With estimates of 10 million Chinese sufferers by 2010, widespread public and corporate ignorance, government denial and inadequate health provision, APCO was asked to assist with changing public and government misperceptions and formulating and implementing specific strategies to counter the spread of HIV/AIDS.
The Solution
The low standard of domestic condoms, due to poor quality control standards, was found to be an important factor contributing to HIV transmission in China. APCO built and nurtured relationships with the Ministry of Health, the China United Rubber Corporation and the State Family Planning Commission, aiming for government approval for the production and distribution of international-standard condoms at local prices. APCO then conducted government advocacy to tighten quality control regulations and relax laws on the marketing of condoms. Supported by public health announcements and promotional events, we launched an intense social marketing campaign that targeted several high-risk provinces. Gaining approval for the project involved a multi-dimensional communication campaign stressing the enormous and varied positive public health implications for the Chinese nation.
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The Result
APCO's ability to gain government support for the manufacturing, distribution and social marketing of international-standard, ISO 9000, condoms led to the tightening of quality standards regulations for the whole industry. Additionally, APCO helped neutralize stigma surrounding the use of condoms, promoting them as an effective measure in preventing HIV transmission in China.
APCO continues to work with Futures Group, the United Nations and a wide range of stake-holders, providing strategic advice and support in tackling China's growing AIDS epidemic.
Services Provided
- Community affairs & strategic philanthropy
- Crisis management
- Government relations
- Issue management
- Market entry & investment strategy
- Media relations
- Opinion research
- Positioning
View all APCO services
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APCO really understands the challenges of HIV/AIDS, and has consistently provided outstanding results for collaborative work between Futures and UNAIDS. There is still a lot to be done to tackle China's looming epidemic, but UNAIDS remains confident that APCO is an exceptionally good partner for the job. 
