Social marketing of condoms by the target group themselves builds a bridge of trust that outside agencies cannot. It creates a path for information about sexually transmitted infections and HIV to travel through the community rather than at it.
Basanti Sena — a group of sex workers drawn from different red-light areas — handle marketing, promotion and sale. Work began in the red-light zones of Kolkata and extended in phases to Asansol, Basirhat, Contai, Domjur, Durgapur, Kalna, Santipur, Sheoraphuli and Titagarh.
The approach combines one-to-one and group counselling, negotiation skills for condom use, street theatre and puppet shows, and outlets stocked and staffed within each red-light district.