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"In this keynote Amy Lockwood speaks on the imperative need of better safe sex marketing campaigns in the DR Congo. A large percentage of its population is infected with HIV, leading donor organizations to provide low-cost condoms as a method of prevention. According to Lockwood, the problem with this strategy is that people from the DRC don&amp;#8217;t want to use the condoms because they are not marketed toward them in an effective manner. Branded condoms focus their advertising messages on &amp;quot;Fear, Financing, and Fidelity,&amp;quot; which are not messages that appeal to the people using them. Lockwood concludes that it shouldn&amp;#8217;t be surprising then to learn that generic versions of condoms that rely more on sexual imagery behind its branding tend to perform better in sales. Though Lockwood&amp;#8217;s speech inspires her audience on how we can encourage people to consider safe sex practices, it also highlights the importance for companies to target audiences. Amy Lockwood&amp;#039;s socially conscious speech offers an insightful look into how to recognize the failures in poor marketing and on how to refocus failed branding efforts."^^<http://www.w3.org/2001/XMLSchema#string>
<http://www.trendhunter.com/keynote/amy-lockwood>