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Psi india

  1. 1. PSI India --- Will Balbir Pasha Help Fight AIDS
  2. 2. Lukman Kresno O. 29110394 Yohanes De Deo Tedo 29110399 RonaldoBagus Putra 29110404 Anggi Fitrining Tyas 29110400 Wisnumurti Rahardjo 29110412
  4. 4. SUPPORTED BY PINISI RELAXATION Jl. Halmahera no. 2 Bandung 0224240065 Jl. Kenari no. 14 Sukabumi 0266231016
  5. 5. SUPPORTED BY ORANGE BUTTON Jl. Baladewa Asri no. 14 Bandung - Indonesia
  6. 6. Background
  7. 7. AIDS (Acquired Immune Deficiency Syndrome or Acquired Immunodeficiency Syndrome ) Is a set of symptoms and infections (or: syndrome) arising out of damage to the human immune system caused by HIV infection.
  8. 8. HIV (Human Immunodeficiency Virus) Virus that weakens the immunity in the human body. People affected by this virus will become vulnerable to opportunistic infections or tumors susceptible.
  9. 9. Transmission can occur through sexual intercourse (vaginal, anal, or oral), blood transfusion, contaminated hypodermic needles, between mother and baby during pregnancy, childbirth, or breastfeeding, as well as other forms of contact with body fluids. HIV and similar viruses are generally transmitted through direct contact between the skin layers (mucous membrane) or the bloodstream with a bodily fluid containing HIV, such as blood, semen, vaginal fluid, preseminal fluid, and breast milk.
  10. 10. Scientists generally believe that AIDS originated from Sub-Saharan Africa. Now that AIDS has become a plague. AIDS has infected an estimated 38.6 million people around the world.
  11. 11. Estimated number of people living with HIV/AIDS by country
  12. 12. 0 5 10 15 20 25 30 1982 1984 1986 1988 1990 1992 1994 1996 1998 2000 HIVFrequency(inmillions) Estimated Worldwide HIV Prevalence, 1980-2000 Sub-Saharan Africa Asia/Pacific Western Hemisphere
  13. 13. Provides life-saving products, clinical services and behavior change communications Working in partnership within the public and private sectors A leading global health organization with programs targeting malaria, child survival, HIV, and reproductive health PSI Profile
  14. 14. PSI Story 1970 Nonprofit NGO First named as Population Services Inc 1972 Launched First Family Program to Promote Condom Use as a Form of Contraception 1973 The name became Population Services International 1987 Launching Prudence brand of male condoms in Congo 2002 Lauch mass- media in Zimbabwe called “Studio 263”
  15. 15. PSI Programs in Africa • Delay of Sexual Relations promoted to young peopleAbstinence • Promoted to Stable Couples as their first line of defense against HIVMutual Fidelity • Targeted at High Risk groups such as commercial sex workers and othersCondom Use • An intervention that historically resulted in increased condom use and partner reduction Voluntary Counseling and Testing
  16. 16. AIDS in INDIA
  17. 17. 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
  18. 18. HIC/AIDS transmission in India
  19. 19. The driver of heterosexual transmission of HIV/AIDS was increasingly younger and more sexually active Indians The majority of HIV infections 87.7% were in the age group of 15 to 44 years The ratio of male to female cases was 3:1 The ratio urban to rural cases was 8:1 Trends in transmission were toward greater female and rural exposure to HIV
  20. 20. Indian states categorized by prevalence based 1 High prevalence states HIV prevalence rates exceeding 5% among high- risk groups and exceeding 1% among antenatal women. 2Moderate-prevalence states HIV prevalence rates exceeding 5% among high- risk groups but less than 1% among antenatal women. 3Low-prevalence states HIV prevalence rates less than 5% among high-risk groups and less than 1% among antenatal women.
  21. 21. Map of HIV Risk Group Severity by Indian State • Maharastra and Tamil Nadu accounted for no less than 2/3 of India HIV/AIDS cases (High prevalence states categories) • Mumbai contained the largest concentration of HIV infections. • The total number of people in India could skyrocket to 35 million over the next five years.
  22. 22. Affect to Rural Population HIV also spreading to the rural population through migrant workers and commercial trucker Cause : Less family interaction Tend to visit prostitutes places while work and finally bring it to their home
  23. 23. Sex workers said: “You don’t need to tell me about safe sex. I know all about it. You need to go tell the thousand of men out there that come to women like me. They hold up the power. Go and talk to the men about safe sex.”
  25. 25. •Founded in 1992 by the government of India’s Ministry of Health •Function : Coordinate treatment and prevention activities at a national level •HIV Sentinel Surveillance program : – Monitor disease prevalence – Establishing the first voluntary testing and counseling centers in key areas around the country – Modernizing blood Bank to prevent HIV transmission via blood transfusion – Raising general awareness of the disease – Its prevention through the use of condoms
  26. 26. Challenges to Raising Awareness of HIV • HIV thought to be a disease only of those on the fringe of society (sex workers, etc) • Fearful public responses • Public discussion about sex was not acceptable because culture in India • Variety language, social customs, cultural norm
  27. 27. Program 1 AIDS Prevention and Control Project (APAC) in Tamil Nadu One of the first large-scale HIV prevention projects in INDIA to : • Focus on high-risk transmitters of HIV • Specifically by introducing and reinforcing preventive behavior • Promoting the sale and use of condoms • Promoting other safe-sex practices • Enhancing services and counseling
  28. 28. Price Comparison of Condoms : Social Marketing versus Commercial Brand Type of Distribution Approximate Unit Price (in Indian rupees) Deluxe Nirodh Social Marketing 0,4 Super Deluxe Nirodh Social Marketing 0,75 Masti Social Marketing 1,0 Thril Social Marketing 1,25 Kohinoor Commercial 3,33 Kama Sutra Commercial 4,50 Durex Commercial 7,0
  29. 29. National Statistic for Free Distribution and Sales of Condoms in India via Social Marketing as well as Sales of Masti and Nirodh Brand Condoms Year Free Distribution Social Marketing PSI Masti Brand PSI Nirodh Brand 1995-1996 891,22 162,92 13,97 27,41 1996-1997 685,85 263,25 25,91 29,96 1997-1998 741,70 324,42 40,52 17,27 1998-1999 660,76 348,74 48,93 38,23 1999-2000 674,36 477,74 60,49 24,10 2000-2001 627,42 465,43 74,23 16,38
  30. 30. Program 2 Prevention programs on the growing HIV/AIDS threat in Mumbai, the capital Maharasta Project Goals : • Establish relationship with the sex worker • Build awareness of HIV/AIDS and the health risks associated with the disease • Encourage preventive behavior • Demonstrate correct condom usage when possible
  31. 31. That “day” came in 2000 when NACO launched the Second National AIDS Control Program (NACP-II) with funding from the World Bank, USAID, and the British Department for International Development, among others.
  32. 32. Operation Lighthouse
  33. 33. 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
  34. 34. Kandla Mumbai Vashi Goa Manglore Cochin Tuticorin Chennai Vizag Paradeep Calcutta Haldia Major Port Cities of India
  35. 35. Objective Goal 1 • Increased reported condom use among target populations 2 • Decrease number of sex acts with nonregular partner 3 • Incrase correct STI diagnosis and treatment among target populations 4 • Increased number of outlet providing condom 5 • Shift in the public environment so they able to talk frankly and intelligently about HIV/AIDS) 6 • Significant policy about prevention, care, and support from port management
  36. 36. Research Studies in Operation Lighthouse General attitude and risk perceptions of AIDS Current consumer attitudes toward sexual activity and sexual partner Triggers and barriers to use condom
  37. 37. HIV/AIDS Risk Perception (Survey) Description Value High personal risk perception with a sex worker. 74% High personal risk perception with an unpaid (noncommercial) partner. 18% HIV risk will not decrease with expensive sex worker 52% HIV risk will not decrease with healthy sex worker 34% HIV risk will not decrease with inconsistent condom use 43%  Belief that HIV was viewed as a disease affecting only certain groups at the fringe of Indian Society like sex worker.  Perception that prostitute were associated wit a high risk of HIV  88% of men visiting sex workers claimed to have used of condoms
  38. 38. Barriers to the use of Condoms • “She will sleep with me only and no one else” • “If you know she doesn’t go to anyone else, don’t use condom” Trusting/knowing a girl • “Regardless of what you say, it reduces sexual pleasure” • “Even we want to, we can’t use condom now” Lack of pleasure • “Look how good she looks. She’s not sick!” She looks healthy • “I will only get AIDS when I change my partners fast and have many partners” Loyalty to one or two partners • “If you want it now, you just want it…you won’t think of condom” • Drinking Alcohol on a date and inconvenience of storing condom at home led poor planning Lack of preplanning
  39. 39. Campaign Objectives To increase the perception of HIV / AIDS risk from unprotected sex with nonregular partners by personalizing the message and creating emphaty through identifiable real-life situations To generate discussion about HIV / AIDS among the target populations and opinion leaders in order to facilitate understanding and knowledge acquisition To motivate people to access PSI’s HIV / AIDS Help Line and VCT services
  40. 40. BALBIR PASHA
  41. 41. A fictional character. Started with teasers asking, “Will Balbir Pasha get AIDS?” The next phase conveyed key messages on HIV that would cause the target audience to question their own behavior. Encouraged people to call the HIV helpline for information. Balbir Pasha
  42. 42. ISSUE….
  43. 43. Will Balbir Pasha help fight AIDS?
  44. 44. Analysis
  45. 45. 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.
  46. 46. Mass Media vs IPC Operations MASS MEDIA IPC OPERATIONS PROS Large coverage Attractive Cheap Direct to the target CONS Reach non target Expensive Take time longer Required many new persons Meet local culture Although IPC Operations is cheaper and could be more efficient, but PSI need instant action to stp the HIV / AIDS before it’s getting worse, so mass media could be more effective to reduce HIV / AIDS in India at this time
  47. 47. High STI / HIV Risk Status in Ports Group Size Informally Employed Port Workers 100.000 – 200.000 Sailors 20.000 Port Securitiy 4.000 – 5.000 Truckers and Helpers 200.000 Sex workers 70.000
  48. 48. Solution
  49. 49. Campaign Use Mass Media and a little ICP Operations Use both AIDS awareness and barriers to use condoms The advertisement • Print media • TV, Radio • On the spot activities • AIDS awareness to make people educated about AIDS • Condom use to mitigate the AIDS on people • Many type of Balbir Pasha’s advertisement with many situation • Played at night to decrease probability that the advertisement watched by kids
  50. 50. MASS MEDIA Communication Mix Print media TV and Radio Posters in Red Light Districs Billboard near the Port Print on the truck shelter On the gas station Advetisement about Balbir Pasha Soap Opera in Television Short stories on Radio Movies about HIV / AIDS Attitudinal Change • Use simple words and real life situations Change Social Norms • Use Balbir pasha as the Icon of AIDS Behavioral Change • Always put the further contact of PSI’s HIV / AIDS Help Line and VCT services
  51. 51. 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 Steps :
  52. 52. 3. Campaign activity : Hire college students and high school students to make the activities of HIV/AIDS Campaign: - Free condoms around Red Light District - Free shirts written “Will Balbir Pasha Get AIDS?” - Condoms for women Balbir Pasha advertisement must available in indoor and outdoor places Increase entertainments in Truck shelter and Ports (ex:adding Television) Create Balbir Pasha advertisement on TV that change HIV / AIDS Risk Perception Always gives PSI’s HIV / AIDS Help Line and VCT services on every advertisement
  53. 53. Balbir Pasha Advertisement 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 have sex with condoms, but one day he got drunk and have 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?
  54. 54. Balbir Pasha Post-Advertisement Flashback of what Balbir Pasha did and then Balbir Pasha suffer AIDS and get his life so bad with unstoppable sickness. But suddenly he woke up and he recognize that it was only a dream and he feel safe because he always bring and use condoms
  55. 55. Conclusion
  56. 56. Balbir Pasha will help against AIDS if Balbir Pasha can communicated properly PSI’s communication should shoot about general AIDS awareness and disease risk perceptions and also about using condom.
  57. 57. आपको बहुत बहुत धन्यवाद