During the 2000s, Niger experienced a general decrease in efforts to combat AIDS, coinciding with a turbulent political period marked by the unexpected departure of major donors such as USAID. These events led to the closure of the country's first social marketing program for the Protector condom and a sudden halt in contraceptive supplies.

This period was characterized by a decline in investments in family planning and HIV/AIDS prevention projects, which contributed to the spread of the HIV/AIDS epidemic and accelerated Niger's rapid population growth.

In response to this situation, the WHO and USAID funded several missions to help Niger establish a national condom management strategy.

The founding idea behind the NGO was to provide Nigerien populations with affordable protection to prevent STIs, HIV/AIDS, and unintended pregnancies

Structure: The Association Nigérienne de Marketing Social, ANIMAS-Sutura, is an NGO recognised by decree in 2007. It is governed by a General Assembly and a Board of Directors, which meet regularly. The organisational structure comprises a Permanent Executive Bureau, consisting of an Executive Director and an Administrative and Financial Director, as well as technical departments such as Research and Development, Marketing & Distribution, Health and Communications. The association has five regional offices (Maradi, Zinder, Tahoua, Agadez, Tillabéry) headed by coordinators, each with a multi-disciplinary team.