Population Services International (PSI) is all set to use commercial marketing tools for social marketing. Their aim-to make "Number One" condoms the real top male contraceptive among Nepali youth. The goal is to offer safer sex, family planning, and protection from HIV/AIDS and other sexually-transmitted diseases. But Number One will be promoted as an fashionable product for young people who want to create an image among peers.

PSI's is deliberating targetting the youth. Statistics show half of Nepali population is under-25, but the main users are married, family men. The promotion of condom use among a younger demographic is also important considering almost 75 percent of people living with HIV/AIDS are under 30. A PSI official told us, "Young people take risks because older brands failed to place themselves among them. They will identify with a product that is exclusive to their age group."

A survey among more than 10,000 youths across the country was conducted last year to find colour preference, brand name, specifications and an affordable price range for the newly launched condoms. The result is three condoms for Rs 3 in black box of with the logo emblazoned in fluorescent colours. The condoms are made in Germany and tested in the US. The promoters say the condom has more lubricant than the standard specified by the WHO.