Will Balbir Pasha help fight AIDS

??

Background

PSI India

HIV/AIDS in India

Key Issues

Analysis

Conclusion

Background

In July

1981 the first major recognition of

HIV/AIDS occurred when The New York Times
reported an outbreak of rare form of cancer known as

Kaposi Sarcoma among gay men

in Los Angeles, California.

The U.S Centers for Diseases Control established

four primitive risk factors for AIDS:
Male homosexuality
Drug abuse
Haitian origin
Hemophilia A

In 1984, Luc Montagnier of

Frances Pasteur Institute
successfully isolated what was
later called the human
immunodeficiency virus (HIV).

In 1985, Robert Gallo of the U.S

National Cancer Institute confirmed
that HIV caused AIDS

Estimated Worldwide HIV Prevalence, 1980-2000

HIV Frequency (in millions)

30
25
20
Sub-Saharan Africa

15

Asia/Pacific
Western Hemisphere

10
5
0
1982 1984 1986 1988 1990 1992 1994 1996 1998 2000

Exhibit 1

Distribution of Global HIV/AIDS Infections by

Geographic Region in 2002
Latin America, 4%
North America, 2%
Caribbean, 1%
Australia/New
Zealand, <1%

South/Southeast
Asia, 15%
Sub-Saharan Africa,
72%

Eastern
Europe/Central
Asia, 2%
Western Europe, 1%
North
Africa/Midddle
East, 1%

Exhibit 2

In 2000
South Africa had the
largest numbers of
people living with
HIV/AIDS of any
country in the world
(4.2 million)

PSI India

PSI was a nonprofit

NGO based on
Washington, D.C
founded in 1970
under the name
population Service, Inc.

In 1973 the name was officially

changed to Population

Services International

A leading global health organization with

programs targeting malaria, child survival,

HIV & reproductive health

Working in partnership within the
public and private sectors

Provides life-saving products, clinical services

and behavior change communications

In 1987, PSI began its efforts against the rising

HIV/AIDS epidemic in Africa by launching the
Prudence brand of male condoms in the
Democratic Republic of Congo.

PSI Programs in Africa

Abstinence

A delay of sexual
relations promoted to
young people not yet
sexually active

Mutual
fidelity

Condom
use

Voluntary
counseling
and testing

Promoted to stable
couples as their first
line of defense against
HIV infection

Targeted at high-risk
groups such as
commercial sex
workers and their
clients, migrants
workers, truckers,
intravenous drug
users, and others.

An intervention that
historically resulted in
increased condom use
and partner reduction,
whether clients tested
positive or negative
for HIV.

HIV/AIDS in India

Disease Prevalence and

Routes of Transmission

HIV/AIDS Treatment and

Prevention in India:
1986-2002

Disease Prevalence and

Routes of Transmission

In 1986 HIV First case in Sex worker

from Chennai

1% of population 1 billion in 2002

No 2 in the world after South Africa

Now had reached almost 5 million

HIV/AIDS transmission in India

3% 2% 2%
7%
Perinatal
Blood Transfusion
Intravenous Drug Use
86%

Unidentified
Sexual

Exhibit 4

87,7% of HIV infections were in the age group of

15 to 44 years
The ratio of male cases to female cases 3:1
The ratio of urban to rural 8:1

Trends in transmission were toward greater

female and rural exposure to HIV.

Indian states categorized prevalence states:

1 High prevalence states

HIV prevalence rates exceeding 5% among high-risk groups and exceeding
1% among antenatal women.

2 Moderate-prevalence states
HIV prevalence rates exceeding 5% among high-risk groups but less than
1% among antenatal women.

3 Low-prevalence states
HIV prevalence rates less than 5% among high-risk groups and less than
1% among antenatal women.

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.
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.

Exhibit 5

HIV/AIDS Treatment
and Prevention in
India: 1986-2002

NACO (National AIDS Control Organization) was

created in 1992 by the Government of Indias
Ministry of Health to coordinate
treatment and prevention activities
at a national level.

Programs:
1 AIDS Prevention and Control Project
(APAC) in Tamil Nadu
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

Programs:
2 Prevention programs on the growing
HIV/AIDS threat in Mumbai, the capital
Maharasta
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

In 2002, NACO launched the Second National

AIDS Control Program (NACP-II) funded by the

World Bank, USAID, and the British Department for
International Development, among others.

PSI soon drafted a proposal to USAID for funding

of an ambitious program intended to reduce
HIV prevalence in Indias 12 major port
communities.

Operation Lighthouse
HIV/AIDS prevention behavior change with an integrated and intensive
approach that has produced improvements in behavior, attitudes
and knowledge among high risk men.

Implemented by PSI/India with funding from the U.S. Agency for

International Development (USAID)
Increasing safer sexual behaviors on the part of high-risk adult males in
twelve port cities across India.
Focused on high risk adult males because of their potential to infect their
wives and girlfriends in the general population.

Major Port Cities of India

Kandla
Calcutta
Haldia
Mumbai
Vashi
Goa

Paradeep
Vizag

Chennai

Manglore
Cochin

Tuticorin

Exhibit 8

Operation Lighthouse Objective

Increased reported
condom use among
target populations

Decreased number of
sex acts with nonregular partners

Increased the
availability of condom
in outlets.

Environment shifting
so they able to talk
frankly and intelligently
about HIV/AIDS)

Increased correct STI

diagnosis and
treatment among
target populations

Significant policy
about prevention, care,
and support from port
management.

HIV/AIDS Risk Perception

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%

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.

Obstacles to Safe-Sex Practices

1 Trusting/knowing a girl - the belief that condom use is
not necessary if the partner has few or no other sexual partners

2 Lack of pleasure - the belief that condom reduce sexual

pleasure

3 She looks healthy - the belief that physical appearance is a

sign of whether or not a partner has an STI

4 Loyalty to one or two partners - the belief that having

only one or two regular partners a time was often viewed as a low
risk.

5 Lack of preplanning - the claim that is difficult to plan for

the use of condoms in advance.

PSI decided to explore the use of a

mass-media campaign as a
component of its

communications strategy for

Operation Lighthouse.

Campaign Objectives
1

To increase the perception of HIV/AIDS risk from unprotected sex

with non regular partners by personalizing the message and
creating empathy through identifiable real-life situations
(Goal: Attitudinal Change)

To generate discussion about HIV/AIDS among the target

populations and opinion leaders in order to facilitate
understanding and knowledge acquisition
(Goal: Change Social Norms)

To motivate people to access PSIs HIV/AIDS Help Line and VCT

services
(Goal: Behavioral Change)

The instructions in the communications brief

included the following three guiding principles:

Dont preach
No finger wagging
Communication should be nondidactic or
should not appear as though they are teaching

The brief was sent to Lowe Lintas,

Chaitra Leo Burnett, and PSI Indias
current agency, Ogilvy & Mather, as
well as several lesser-known agencies.

BALBIR PASHA

Balbir Pasha
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.

Key Issues

Will Balbir Pasha help

fight AIDS?

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 Mumbais language and culture?

Risky

Mass media was a risky investment

required high cost and no guarantee of
success.

Strategy

choose mass
media campaign

launch mass
media campaign
in several stages

Communicating Mix

BTL

Put the message in red light district

In bus shelters and its bus, train station and its train
Poster in newspaper
Put the message in behind the truck

ATL

Commercial break in television and cinema

Soap opera in television
Independent movie about HIV/AIDS
Broadcast on radio.

Step 1

Step 2

Step 3

Introduce Balbir
Pasha icon to
community so it
become they daily
talk about Will
Balbir Pasha get
AIDS?

Starting first
campaign indoor
and outdoor
campaign to make
people concern
using condoms.

The second theme

campaign about
the possibility
infected HIV/AIDS
through changing
partner.

Step
4
The three theme
campaign make a
relationship with
community by
motivating them
call HIV/AIDS
helpline.

Conclusion

Balbir Pasha will help against AIDS if Balbir

Pasha can communicated properly with
Mumbais culture

PSIs communication should combination of

general AIDS awareness and disease risk
perceptions and particular barriers
condom use

Use Mumbais
language

Use Indian
cartoon

Use appropriate
color combination

thanks for attention.. any questions?