CARISMA is a regional social marketing programme which aims to prevent HIV and improve sexual and reproductive health in selected Caribbean countries. The programme promotes safer behaviours among at-risk populations, and works to improve the availability of quality, affordable contraceptives, including condoms. Since CARISMA’s inception in 2005 the project has targeted its HIV/AIDS prevention efforts at those groups most vulnerable to new infections, including: disadvantaged youth, Spanish and Creole-speaking migrants, and sex workers. Now in its second phase, CARISMA has broadened its focus to include family planning, anti-stigma and discrimination campaigns as well as the general promotion of sexual health and reproductive rights.