Part of the US plan for rebuilding Afghanistan is the introduction of contraceptive products developed and marketed specifically for Afghans. With the slogan “Be a NumberOne/OK family, live a comfortable life”, Population Services International and the US Agency for International Development hope to promote reproductive health for women. PSI says that its marketing has been “culturally adapted” to Afghanistan — a challenging task in a fiercely Muslim country where where discussion, let alone advertising, of sexual topics is still taboo. This month it has launched a public awareness campaign with radio advertisement, sponsorships and billboards. PSI is also distributing 1.6 million condoms at a subsidised price in Afghanistan’s major cities.

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