Population Services International (PSI) is a global non-profit that aims to provide health products, coupled with effective social marketing, to improve health in developing countries. The PSI Mozambique office was formed in the mid-1990s to provide support for the Ministry of Health in its efforts to prevent the spread of HIV. Although PSI Mozambique’s services have since grown and diversified, its HIV prevention programming remains central to its work: since 1994, PSI Mozambique has sold the jeito condom, the first condom brand in Mozambique. Over the years, PSI Mozambique, now the largest distributor of condoms in Mozambique, has employed a variety of communications strategies, drawing on aspects of marketing, human centered design, and behavioral economics, to maintain jeito’s reputation as the preferred brand and promote healthy decisions.