2. Is it wise for PSI India
to change their previous communication
campaign and shift gears
to mass advertising in its fight against
AIDS?
Scenario analysis and way forward……..
Just to remind, we are in 2002!!
3. Present Scenario
In 1986, the 1st case HIV/AIDS in sex worker
from the port of Chennai
In 2002, about 1% of 1 billion
India’s population observed potential disaster
In 2002, India was 2nd in the world after South Africa with
number of people living with HIV/AIDS
HIV-positive Indians had now reached
almost 5 million in 2002
4. Transmission of HIV AIDS in India in 2002
86%
7%
3%
2%
2%
sexual
unidentified
prenetal
intravenous drug
blood transfusion
The drivers of heterosexual
transmission of HIV/AIDS was
increasingly younger and more
sexually active Indians
Most affected age group: 15-44 Yrs
The ratio of male to female cases
was 3:1
The ratio urban to rural cases was
8:1
Trends suggested that more and
more females and rural people were
getting exposed
5. 0
5
10
15
20
25
30
1982 1984 1986 1988 1990 1992 1994 1996 1998 2000
HIV
Frequency
(in
millions)
Estimated Worldwide HIV Prevalence, 1980-2000
Sub-Saharan Africa
Asia/Pacific
Western Hemisphere
Rising risk in the south eastern Asian regions
The
RISK
graph
6. The masses and their perception of HIV AIDS
• HIV thought to be a disease only of those on the fringe
of society (sex workers, drivers, etc.)
• Fearful public responses
• Public discussion about sex was not acceptable because
culture in India
• Variety of languages, social customs, cultural norms
The problem was a mass problem but talking about
it in masses and society was considered to be
taboo as it involved talking about sex
7. The problems of the IPC program
• The no. of IPC agents were low and thus their reach was limited
• A lot of their efforts were going to high risk groups like truckers and sex
workers who had already been at the receiving end of AIDS campaigns. The
reception they'd get was, “Oh here are those AIDS-wallahs again.”
• Underlying this was a more general problem in AIDS awareness activities. Mr.
Sanjay said in an interview with Times network that, “a lot of initial work had
been successful in communicating general awareness on AIDS like the fact of
its existence, its methods of transmission and that it was inevitably fatal. But
none of these campaigns were personalizing the disease and thus had low
credibility as the people had the perception that they cannot get the
disease.”
8. The lives of more than 35 million
Indians was endangered by the
pace with which this global
epidemic was spreading in India
HIV AIDS
9. 6 M Model Used by ---
•Market
•Mission
•Message
•Media
•Money
•Measurement
10. Market
The target audience of Operation Lighthouse
Project to reduce HIV prevalence in India’s 12 Major
port communities
Port communities as a convergence point for many
Indians at the highest risk for contracting the disease
and transmitting it to others
The target audience included Formally and informally
employed port workers, Sailors, Port security, Trucker
and helpers, Migrant workers and Commercial Sex
workers
11. Mission
Campaign objectives
Attitudinal Change
To increase the
perception of HIV /
AIDS risk from
unprotected sex with
nonregular partners by
personalizing the
message and creating
emphathy through
identifiable real-life
situations
Behavioral Change
To motivate people to
access PSI’s HIV / AIDS
Help Line and VCT
services
Changing social norms
To generate discussion
about HIV / AIDS
among the target
populations and
opinion leaders in
order to facilitate
understanding and
knowledge acquisition
12. 6 M continued
• Mission --- Objectives ---DAGMAR Model
• Hierarchy of Effects Model
15. The Need for such objectives
The need was that of a campaign which could mobilize masses and
bring about three types of changes in people
Attitudinal change
in the masses
towards how they
perceived AIDS and
thought about it
Changing social
norms so that the
people talk about
AIDS and safe sex
Behavioral change
to make people
reach out to experts
to understand about
AIDS and its
occurrence and also
increase usage of
condoms
16. And thus Mass Media communication..
Use of radio and
television will
help spread the
message to the
masses at once.
These are easily
accessible by the
people belonging
to lower income
strata of the
society
The root of the problem generates
from the perception that men hold
with the use of contraception. Thus
targeting them will help improve the
probability of safe sex practices
The IPC’s practices of face
to face communication are
too concentrated resulting
in higher costs
The sex workers
targeted by
IPC’s activities
are unable to
fully adopt the
safe practices
due to the
refusal of men
and their
forceful
attitude
17. Is the concept proposed by Lowe Lintas to create
a fictitious character called Balbir Pasha to create awareness or
cross barriers of taboos in the Indian society and particularly in use
of protection against AIDS in the male migrant worker segment
effective enough?
2
Message
18. BALBIR PASHA: The character
The concept of Balbir Pasha given by Lowe Lintas was an excellent idea
because
The name suggested
a forceful character
having a lot of
substance and thus
the Indian men
would relate to the
character
Name easy to use
over all types of
media and
personification
possible
Real life
character that
people could use
in their day to
day life
conversation
The name has a
filmi ring to it and
thus putting Balbir
Pasha in different
situations which
might lead to
spread of HIV AIDS
will help people
understand how to
be safe
19. Executing the campaign
1. Introduce Balbir Pasha as an icon of AIDS.
2. Attack the attention of community
- Build print media of Balbir Pasha
especially around ports
- Advertisement of Balbir pasha on
TV and radio
3. Campaign activity :
ire college students and high school students to make the activities of HIV/AIDS campaign:
- Condoms around Red Light District
- Shirts/T-shirts written “Will Balbir Pasha Get AIDS?”
- Condoms for CSWs
Balbir Pasha advertisement must be available at indoor and outdoor places
Create Balbir Pasha advertisement on TV that change HIV / AIDS Risk Perception
Always give PSI’s HIV / AIDS Help Line and VCT services on every advertisement
20. Creatives that can be used…
Balbir Pasha love Shireen so much and used to have sex only with her, but Balbir Pasha doesn’t know
that Shireen is also have sex with another guy. Will Balbir Pasha get AIDS?
Balbir Pasha usually uses condoms, but one day he got drunk and had sex with someone he didn’t
know without using a condom. Will Balbir Pasha Get AIDS?
Balbir Pasha have sex with his new working partner. His partner looks so healthy and shiny. Suddenly
his new partner’s boyfriend died because of AIDS.
Will Balbir Pasha Get AIDS?
Balbir Pasha should understand that Condoms are like friends, they should be always there when
things get hard..!!
22. Media for the campaign
Media Vehicles to be used:
• Television
• Pre-movie promotions
• Print media
• Billboards
• Hoardings
• Radio
• Merchandise
• Social marketing of
contraceptives
Focus on
reaching
maximum
eyeballs
Billboards at ports,
traffic signals, red
light areas,
interstate truck halts
TG spends
more time on
TV
Area specific
message
composition
and delivery
IPC program
intensified
24. Jasoos Vijay: The show against HIV AIDS
It was a show being aired on National TV and with the
medium of its plot was spreading awareness about HIV
AIDS, unprotected sex, and use of condoms to be safe.
At the end of each episode, Om Puri addressed the
issue of HIV/AIDS by visiting a rural area and talking to
the common people there or by answering the letters of
viewers.
The show became a huge success and the weekly
viewership reached 15 million viewers thus serving as a
perfect platform to address such sensitive issue at a
mass level.
BBC Trust
NACO &
Doordarshan
25. Leveraging Indian audience and their romance
with fictious characters and jingles
Build a story and build a
interrogative jingle.
Publicize it over all forms
of media- Print, bill
boards, hoardings, radio,
television, pre-movie
teasers, etc. It will
automatically gain
eyeballs and improve
awareness
26. Money
Budget
Iterations per day 8 1 to 3 1,80,000.00
$
*Assuming prime time coverage on TV 6 4 to 9 2,70,000.00
$
4 10 to 12 90,000.00
$
For 1 yr 1 yr 5,40,000.00
$
Net for 5 yrs 5yrs 27,00,000.00
$
Production cycles per year 3
Total Production cost 15,00,000.00
$
Billboard Adv $1200*12*5*80 57,60,000.00
$
Newspaper $500*3*4*12*5*7 25,20,000.00
$
Radio 10,00,000.00
$
Contingency fund -- Mass Commn 30,00,000.00
$
Net mass media Expense over 5yrs 164,80,000.00
$
IPC Dev Fund 35,20,000.00
$
27. Measurement
What drives the success of such campaigns?
How they cut through media clutter?
Their strategic soundness and
The quality of their execution.
28. Focus
Issue
General AIDS awareness and diseases risk perception/target
particular barriers to use of Condom/some combination of
both?
Scalability
How customized the first phase should be to Mumbai’s
language and culture?
Risky Mass media was a risky investment required high cost and no
guarantee of success.
30. Success of mass media in Zimbabwe
The mass media approach adopted was extremely successful in Zimbabwe
The way the TV show called STUDIO 263 engaged almost 25% of Zimbabwe’s
total population was pretty alluring and signified that if one had increase
awareness amongst masses its always beneficial to go through mass media
communication
