Rethinking condom social marketing strategies in conservative Religious Communities

Abstinence (A), being faithful (B), and condom use (C) are key strategies in HIV/AIDS prevention and control. Of the ABC, condom social marketing (CSM) appears to be common and usually applauded as successful in increasing condom use. Yet, there is a preponderance of HIV/AIDS rates, particularly in sub-Saharan Africa. This theoretical paper examines why, despite the high investment in condom social marketing, HIV/AIDS rates continue to rise unabated in sub-Saharan Africa. Biblical perspectives and the missiological challenge of condom promotion to the Seventh-day Adventist Church are examined. We recommend that future HIV prevention strategies should take into account the powerful influence of religion in African cultural settings.