Roadmap on AIDS Control: Phase 2 followed by "Break the Silence" awareness campaign.

1. Communication Plan to create awareness on
Rights of AIDS Affected People, AIDS Control,
and Support from the Government.
A Presentation by Phaneendra, Communication Consultant

2. OBJECTIVE
Reverse or halt the HIV
epidemic by 2012
THE PROGRAMME
Third Phase of NACP-III

3. CHALLENGE
To reverse or halt AIDS, one has to cross
the debate barrier and reach a maturity
level where HIV Test is as common as a
general medical examination
SOLUTION
Take the campaign to next level
from “Break the silence”
Use simple communication vehicles and
common means that increase the recall value;
unlike a publication or a TVC that hardly stays
long in the memory of people

4. STRATEGY
• CARE - Be positive: Move from
being HIV-positive to being
Positive with HIV
• KNOW - What brings you AIDS
and what doesn’t
• PREVENT - When you know it,
you can do it
• CURE - Antiretroviral treatment
(ART) can suppress HIV – the
virus that causes AIDS

5. MESSAGE - 1
“Respect the HIV-affected.
Protect their rights.”
A succession to “speak out”

6. ACTIVITY
• VISIBILITY- Make the symbol, the
Red Ribbon strikingly visible at
every possible place, letting the
common man talk/think about it
in day to day activity
• ACCESSIBILITY - Change the
attitude of people towards the HIV
affected: through effective
communication and its recall,
make people think that it is a
common issue like any other
disease
Irrespective of your HIV Status, you deserve the services of
people and organisations.
Like any other individual, you have every right to use things.

7. SAMPLE COMMUNICATION VEHICLES
“I serve Puli Raja. Do you?”
*Puli Raja is a well-known mnemonic and it’s penetration was tremendous.
However, its usage has been avoided here.

15. MESSAGE - 2
“Respect your family.
Protect yourself from catching
and transmitting HIV.”

16. ACTIVITY
• ENCOURAGE - Deliver
communication material and
messages that
> motivate people, who
doubt of their HIV chances,
get diagnosed immediately
> Follow protective methods for
a healthy life
• ENGAGE - Address the friends,
well-wishers or family members of
an HIV affected person to support
him/her in getting the HIV test
done
Don’t hesitate to have an HIV Test.
It protects you and your family.

17. SAMPLE COMMUNICATION VEHICLES
“Hiding means spreading”
Escape from AIDS – not from the test.
Hiding your HIV status is nothing but spreading AIDS.

22. MESSAGE - 3
“Your Government Respects your rights.
Protects your future .”

23. ACTIVITY
• LOCATION - Publish and highlight
Government’s Support Centers
and promote the “Stop AIDS”
movement
• DELEGATION – The Government’s
delegation for health insurance,
ART medicines, condom
availability, mobile testing,
nutritious food, counseling, etc.
Mee Nestam.
A true friend to rely on.
A real support to fight AIDS.

24. SAMPLE COMMUNICATION VEHICLES
“STOP it right away”
We nullified several infections and diseases earlier.
Let us rededicate and STOP AIDS NOW.

25. Call us for
Voluntary
HIV Test.
1012
TO L L F R E E
H I V C A R E
*Imaginary telephone number
I Stop.
Do you?

26. I
don’t
want to take
a chance
again!

27. Stop worrying,
Start living.
Group Health Insurance for the
HIV-affected!
I Stop.
Do you?

28. I Stop.
Do you?
ART 28/798
Your nearest
Anti Retroviral Therapy
Center:
#114, T.K.Pally,
Tirupati, Chittoor District
Tel:

29. Doors are not
closed yet!
HIV Positive is not AIDS.
Call us at 1012 or SMS HELP to 4444
for immediate support.
I Stop.
Do you?
*Imaginary contacts

30. Please Note
The communication vehicles shown above are meant for
conveying the message.
We can adapt them to any preferred medium to run a
campaign and thus maintain the uniformity across the
board.

31. PREFERRED MEDIUM
Communication Vehicle- ATL
Adaptability of the above messages and
usage of Mainstream Media
Print ads and health columns
Advertisement / Radio Jingles
Scroll, Television Commercial or a video
clipping
Banner-ads, AdWords and Business articles in
relevant and leading Websites

32. PREFERRED MEDIUM
Communication Vehicle- BTL
Messages and Below The Line
communication
Utilities like Gas Cylinder, Water Cans; Listings and
Directories
PPP
Pamphlets
E-Mailers or Direct Mails
Bulk SMS

33. PREFERRED MEDIUM
Communication Vehicle- OOH
Out of Home
Billboards/Hoardings
Vinyl Posters on Bus Stops and Foot-over bridges
Cinemas, RESPECT-PROTECT Stickers/Boards for
schools, vehicles, shops, local Government bodies
Median poles
Km-Guideposts for ART Centers
Automobile & Bus Advertising;
inflatables/blimps

34. Thanks for your attention!
asandwhen
CORPORATE COMMUNICATIONS and BRAND MANAGEMENT