The strategies that guide Department of AIDS Control in achieving its objective of increasing consistent use of condom to nearly 100% and creating easy accessibility of condoms are:

Increasing Retail Availability: By integrating social marketing with targeted interventions the DAC seeks to create better condom availability in rural and remote areas, integrating condom supply chain management with the networks of major cooperatives and fast-moving consumer goods (FMCG) companies, and developing village level interfaces with self-help groups, registered medical practitioners, etc. besides skill building of health and link workers.

The current Condom Social Marketing programme is focused on increasing condom accessibility in rural as well as high risk areas.

Condom - Behaviour Change Communication: While the initial focus was on condoms as a key family planning method, consistent condom use is now promoted using its triple protection benefits under DAC’s condom promotion programme. The interpersonal communications are also putting emphasis on HIV prevention for last two decades and bringing in protection from STIs to highlight multiple benefits of consistent condom use.

The current communication campaigns focus on enhancing risk perceptions to motivate the target group to consistently use condoms. Various channels of communication including mass media and midmedia are being used to promote and normalise condom use as improving knowledge, transforming attitudes and changing behaviour as a prevention strategy of HIV/AIDS is a key thrust area of the National AIDS Control Programme.