the unbranded white condoms are the ones distributed in schools and clinics. much better, she says, those more sexy branded ones. sheila lives at her grandma's. a church-going christian, she wants to train as a lawyer. she says what some in the big health agencies think privately. sheila: whoo! the condom is too associated with hiv. and so it's become stigmatized in the people's minds. narrator: she's backed by market research, which shows trust in relationships is the main reason for not using condoms. sheila knows sex and romance sell, so why not use them to promote condoms. she's workg on a rio progr try heressage oa wider audience. it's for 99 fm, a popular national radio station. today is the big sell. sheila: i'm very nervous. i'm in the hands of god. [groans] narrator: sheila's off to see the head of the station, but will he buy her maverick message? sheila: my idea is to make a pilot program. station manager: yesterday, i attended a [indistinct] in chibuto. they had a box with condoms, like this one. i didn't want to take any. sheila: exactly. station

we're running surveys to show people different labels, some branded, some unbranded, some that have apersoncentage of da recommended sugar allowance and trying to understand the infr s inferences they draw. ultimately what you care about is what they think about the product. is this healthy? does it taste good? does it cost a lot, and would i buy it? it turns out, they're pretty good actually at making those inferences. what they say they care about is taste and cost. that's relevant i think as we structure policy. >> look, i spent a large part of my time working on trying to get food labeling done, front of the pack food labeling. there's a lot of reasons to think it's important. we know that people don't read the new transition facts -- people, a small fraction of shoppers -- >> everyone in this room reads the nutrition facts. >> they're not the most intuitive. you don't add up everything you eat across a day. so we had worked for a very long time with the grocery manufacturers association to try to negotiate a voluntary front of the pack with the hope that the fda would be willing