Care, Concern & Contract
Contract Advertising Strategy Presentation
to
APAC
May 15, 2005
Chennai
Our lineage
• Member of JWT network, a WPP company
• 19 years of being on the top of Indian advertising
• Respected equall...
Areas of proficiency
C o n tr a c t A d v e r t is in g
A d v e r t is in g
D R A d v e r t is in g
D a t a b a s e M a r ...
Our Mission
“To use our understanding of Consumers to help Brands build
long term value and achieve short term sales using...
Planning Head
Vice President
Junior
Copywriter
Films Team
CRM Supervisor
Junior Art
Director
Junior
Copywriter
Junior Art
...
Our Clientele
Start up Co. brands
– NIIT
– Shoppers Stop
– Himalaya Drug Co.
– LG Care
Pharma Brands
– Novo Nordisk
– Orge...
HIV/AIDS Prevention - APAC/VHS Initiative
• Understanding APAC/VHS scope document – with
specific reference to TN
• Profil...
Our understanding of the scenario
• Number of Indians living with HIV increased by 500,000 in
2003 to 5.1 million.
• Aroun...
Our understanding… ( Contd.)
• India's adult HIV prevalence will peak at 1.9% in 2019.
• During 2000-15, the UN projects 1...
Our understanding… ( Contd.)
• Heterosexual transmission is the main mode of transmission
• HIV infections in India have m...
Vulnerable group - 1
The Commercial Sex Worker (CSW)
• An estimated 2.3 to 8 million CSWs in India.
• Most CSWs earn an av...
Commercial Sex Workers
• Sex workers remain disproportionately affected with
prevalence rates ranging from 40 to 60 per ce...
Sexual Behavioral Patterns
• Awareness of HIV/AIDS is almost universal with more than
90% of sex workers having heard of A...
Sex workers and their issues
• Inaccessible services to public services like ration, gas, etc.
• Seek treatment for their ...
Sex workers and their issues (Contd.)
• Access to condoms: Sex workers mostly rely on clients or
purchase them from chemis...
Sex workers and their issues (Contd.)
• Prostitution and law: According to immoral trafficking
prevention act of 1986, pro...
Specifics in Tamil Nadu
• In Salem and Namakkal districts (the trucking capital in TN),
most sex workers are highway based...
Specifics in Tamil Nadu (Contd.)
• In TN, condom use with regular partners (40%) is lower than
paid clients (90%)
• The pr...
Vulnerable group – 2 - Truckers
• India has an estimated 2 to 5 million long distance truck drivers and
helpers
• A study ...
Sexual Behavioural Patterns
• Awareness of HIV / AIDS is fairly high.
• But there has been a very low behavioral shift, wh...
The General population
Potentially the third vulnerable group:
• Teenagers in Urban areas
• Rural Youth
• Homosexuals
Sexual behavior patterns
• Sex is first thing on mind as a teenager – protected or
unprotected as the circumstance may for...
NGOs and hiccups
• Problem in identifying sex workers because many are “flying
sex workers” (so targeted intervention is a...
Issues
• The vulnerable groups have awareness of HIV / AIDS but are
not threatened – therefore not reacting
• The General ...
Key Take
Awareness -> Knowledge -> Risk Perception has
not led to Behavioral Change
Communication task
The communication must focus on:
The factor of the severity of the epidemic to ensure
ACTION than just ...
Thompson Total Branding Tool
Whom do I appeal to most – Who am I
talking to?
• To people of whom the fear of repercussions does
not inhibit the choice ...
Why will they find me appealing – why
would they listen to me?
• Because without judgment I accept their need to
behave th...
How am I different?
• I make society accept “carrying condoms” as the
smarter thing to do
• I elevate masturbation into a ...
What relationship will I have with him /
her?
• I am their “Common Sense”
– Nothing I say, you don’t know anyways
What is my personality?
• I am like my audience
– Vikram
– Rani Mukherjee
– Tom Hanks
• I am not preaching. I am an opinio...
How do I express myself?
• Simple
• Colloquial
• Rustic and earthy
• Non-verbal
• Metaphoric
Vision Focus
“Guilt-free Sensibility”
Creative Execution - 3 routes
enclosed
Thank You
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Contractadv; An advertising pitch for TANSAC account

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A communication strategy for prevention of HIV/AIDS in Tamilnadu (2005)

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Contractadv; An advertising pitch for TANSAC account

  1. 1. Care, Concern & Contract Contract Advertising Strategy Presentation to APAC May 15, 2005 Chennai
  2. 2. Our lineage • Member of JWT network, a WPP company • 19 years of being on the top of Indian advertising • Respected equally amongst the lateral and linear • Mumbai, Delhi, Bangalore & Chennai – ONE AGENCY C o n tr a c t A d v e r t is in g A d v e r t is in g iC o n t r a c t D ir e c t M a r k e t in g D e s ig n s u t ra I d e n t it y & P a c k a g in g C o n t ra c t H e a lth H e a lth C a re C o r e C o n s u lt in g B r a n d C o n s u lt in g C o n tr a c t A d v e r t is in g I n t e rg r a t e d C o m m u n ic a t io n s A g e n c y
  3. 3. Areas of proficiency C o n tr a c t A d v e r t is in g A d v e r t is in g D R A d v e r t is in g D a t a b a s e M a r k e t in g I n t e rn e t M a r k e t in g D ig it a l A s s e ts iP r o m o t io n s iC o n t r a c t D ir e c t M a r k e t in g D e s ig n s u t ra I d e n t it y & P a c k a g in g C o n t ra c t H e a lth H e a lth C a re C o r e C o n s u lt in g B r a n d C o n s u lt in g C o n t ra c t A d v e r tis in g ( I ) L td I n t e rg r a t e d C o m m u n ic a t io n s A g e n c y • Genuine 360 brand support • Passion powered by skill • Practice beyond intent • 70+ brands;230+ people Clinical Communication Medical Advisor Medical Animation CME’S Healthcare PR Proprietary Training Modules
  4. 4. Our Mission “To use our understanding of Consumers to help Brands build long term value and achieve short term sales using an Integrated Communications solutions”
  5. 5. Planning Head Vice President Junior Copywriter Films Team CRM Supervisor Junior Art Director Junior Copywriter Junior Art Director Commercial Admin. Assistant Associate Account Dir. Account Executive Account Executive Account Executive Account Executive Account Supervisor Account Supervisor Sr. Account Executive Sr. Account Executive Account Group Head Associate Account Director Vice President & Creative Head Malini Venu Studio Manager Creative Director Creative Director Design Supervisor Junior Operator Production Executive Senior Operator Senior Operator Paste up Artist Junior Operator Senior Copywriter Senior Art Director Senior Copywriter Senior Art Director Design Executive Vice President & Branch Head Bimal Nair ORGANISATION CHART
  6. 6. Our Clientele Start up Co. brands – NIIT – Shoppers Stop – Himalaya Drug Co. – LG Care Pharma Brands – Novo Nordisk – Orgenon – USV – Dollar Pharmaceuticals Concept Brands – Louis Philippe – Disney Channel – Way2Wealth – Odyssey Response brands – Dominos – Oracle – PSI – Sadhan Helpline – LifeCell
  7. 7. HIV/AIDS Prevention - APAC/VHS Initiative • Understanding APAC/VHS scope document – with specific reference to TN • Profiling the most vulnerable groups • Communication Strategy • Creative Execution
  8. 8. Our understanding of the scenario • Number of Indians living with HIV increased by 500,000 in 2003 to 5.1 million. • Around 38 % of these people were women. (NACO estimate) • Total AIDS cases reported in India were 87,596 of whom 24,504 were women. And 37% of reported AIDS cases were diagnosed among people under 30. (November 2004, NACO)
  9. 9. Our understanding… ( Contd.) • India's adult HIV prevalence will peak at 1.9% in 2019. • During 2000-15, the UN projects 12.3 million AIDS deaths and 49.5 million deaths during 2015-50 making India the largest infected country in the world. • New infections rising in women from ages of 15 to 49 accounts for nearly 40% of the total number of estimated cases • The prevalence rates among women attending ante-natal clinics over 1%
  10. 10. Our understanding… ( Contd.) • Heterosexual transmission is the main mode of transmission • HIV infections in India have moved from “vulnerable groups” (truckers, CSWs, migrant laborers) to the “general population”. (Cause for alarm) • In TN and Maharashtra, the spread of HIV among CSW show an increase from 1 to 3% in the late 80s to 45% in the early 90s and estimated to be over 50 to 60% today!
  11. 11. Vulnerable group - 1 The Commercial Sex Worker (CSW) • An estimated 2.3 to 8 million CSWs in India. • Most CSWs earn an average of less than Rs. 100 a day • And therefore extreme poverty is an overriding factor • Kannamma, aged 23 with a two-year-old infant is a sex worker in Salem. • Dealing with cops brandishing lathis and pimps who haggle with her earnings, it is difficult for her to just survive and make do with bare essentials.
  12. 12. Commercial Sex Workers • Sex workers remain disproportionately affected with prevalence rates ranging from 40 to 60 per cent in some parts of the country. • Sex workers insist on the usage of condoms intermittently and hope for the best in avoiding the infection. • Safe sex is compromised by coerced sex with criminals, drunks, and police.
  13. 13. Sexual Behavioral Patterns • Awareness of HIV/AIDS is almost universal with more than 90% of sex workers having heard of AIDS. • Knowledge of transmission and prevention methods ranging from 80 to 90%.
  14. 14. Sex workers and their issues • Inaccessible services to public services like ration, gas, etc. • Seek treatment for their ailments through quacks and neighborhood clinics. • Public sector facilities though free perceived as poor quality and discriminatory • Apathy in government health services and private sector are refusing HIV positive patients. • Most of PHS are understaffed, ill equipped and insensitive.
  15. 15. Sex workers and their issues (Contd.) • Access to condoms: Sex workers mostly rely on clients or purchase them from chemists. • Free condoms from government and donors are declining and cost of condoms are inhibitive to usage as compared to what they earn.
  16. 16. Sex workers and their issues (Contd.) • Prostitution and law: According to immoral trafficking prevention act of 1986, prostitution per se is not criminal but the procurement of workers and establishment of brothels are. • Law frequently misused by the cops. • Police raids on prostitution often involve manhandling, beating, sexual coercion and extortion of sex workers. • Over 70% of sex workers had been beaten by the police and more than 80% arrested without evidence.
  17. 17. Specifics in Tamil Nadu • In Salem and Namakkal districts (the trucking capital in TN), most sex workers are highway based. • Majority have some schooling, are married, have children and either living with or separated from their husbands. Household debt, abandonment by husband and responsibility for children are the main reasons that many enter the profession
  18. 18. Specifics in Tamil Nadu (Contd.) • In TN, condom use with regular partners (40%) is lower than paid clients (90%) • The problem lies in the struggle they face in convincing their regular partners to use condoms. • Many rationalize that trust, desire for companionship and children make it difficult for them to insist on condom use with their regular partners. • Sex workers demand condom use with random clients while they have less power to negotiate safe sex with their regular partners.
  19. 19. Vulnerable group – 2 - Truckers • India has an estimated 2 to 5 million long distance truck drivers and helpers • A study published in 1999 showed that 87% of the drivers had frequent and indiscriminate change of sexual partners, and only 11% of them used condoms although their knowledge of AIDS was fairly high. • Selva, 31, is a truck driver from Madurai. Married with two children, sees family once in three months • Driving for over 12 hours a day, eating at roadside stalls, he does frequent sex workers when he is lonely and wants to fulfill his sexual urges
  20. 20. Sexual Behavioural Patterns • Awareness of HIV / AIDS is fairly high. • But there has been a very low behavioral shift, which could be attributed to circumstances like unavailability of condoms, sex during a drunken state or just mental frame of mind.
  21. 21. The General population Potentially the third vulnerable group: • Teenagers in Urban areas • Rural Youth • Homosexuals
  22. 22. Sexual behavior patterns • Sex is first thing on mind as a teenager – protected or unprotected as the circumstance may force him / her to be. • Media has great influence on their sexual libido and to be “sexy” is top of mind. • Rural youth has very limited exposure to knowledge and repercussions and accessibility to condoms • Homosexuality is on the rise and it is highly difficult to reach them as a niche.
  23. 23. NGOs and hiccups • Problem in identifying sex workers because many are “flying sex workers” (so targeted intervention is a problem). Especially in TN, prostitution is not brothel based. • Poor, ineffective, and discriminatory service delivery in the context of creating a demand for STI services through IEC, STI, and condom promotion. • Public health infrastructure needs a lot of beefing up
  24. 24. Issues • The vulnerable groups have awareness of HIV / AIDS but are not threatened – therefore not reacting • The General population is aware, reacting too in certain circumstances, but not always and are therefore exposed to unsafe sex at times.
  25. 25. Key Take Awareness -> Knowledge -> Risk Perception has not led to Behavioral Change
  26. 26. Communication task The communication must focus on: The factor of the severity of the epidemic to ensure ACTION than just knowledge.
  27. 27. Thompson Total Branding Tool
  28. 28. Whom do I appeal to most – Who am I talking to? • To people of whom the fear of repercussions does not inhibit the choice of sexual partners
  29. 29. Why will they find me appealing – why would they listen to me? • Because without judgment I accept their need to behave the way they do
  30. 30. How am I different? • I make society accept “carrying condoms” as the smarter thing to do • I elevate masturbation into a fun and macho thing.
  31. 31. What relationship will I have with him / her? • I am their “Common Sense” – Nothing I say, you don’t know anyways
  32. 32. What is my personality? • I am like my audience – Vikram – Rani Mukherjee – Tom Hanks • I am not preaching. I am an opinion leader and I do not pass judgments.
  33. 33. How do I express myself? • Simple • Colloquial • Rustic and earthy • Non-verbal • Metaphoric
  34. 34. Vision Focus “Guilt-free Sensibility”
  35. 35. Creative Execution - 3 routes enclosed
  36. 36. Thank You

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