Selling condoms in the Congo.

This week on Ted.com I watched a video by Amy Lockwood which is about Selling condoms in the Congo. HIV is a well known disease and it is a very serious problem in Congo, and aid agencies have flooded the country with free and cheap condoms and yet citizens over there choose not to purchase it. There are many health issues in DRM and the main problem would be  HIV as the prevalence rate is 1.3 percent among adults. In other words 930000 out of 76 million people are infected by this HIV disease and due to the poor infrastructure of the country only 25 percent are lucky enough to receive the life-saving drugs that they need. Some amount of the drugs are supplied by agencies at low cost or maybe free of charge at times. The donor agencies implied a few messages on their condoms which are fear, financing and fidelity. Based on Amy Lockwood's perception the donor agencies had just missed out on a key aspect of marketing which is understanding who are the audience. In conclusion it doesn't really matter what you are selling, you just have to contemplate who is your customer and what are the message that is intending to convey to them in order to change their behavior.