Will Balbir Pasha help fight AIDS ??

Background 1 PSI India 2 HIV/AIDS in India 3

Key Issues 4 Analysis 5 Conclusion 6

1 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
France’s 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
30
HIV Frequency (in millions)

25

20
Sub-Saharan Africa
15 Asia/Pacific
Western Hemisphere
10

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%

South/Southeast Asia
15%
Sub-Saharan Africa
73% 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)
 2
2 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
Voluntary
Abstinenc Mutual Condom counseling
e fidelity use and
testing

Targeted at high-risk
An intervention that
groups such as
historically resulted in
A delay of sexual Promoted to stable commercial sex
increased condom
relations promoted to couples as their first workers and their
use and partner
young people not yet line of defense clients, migrants
reduction, whether
sexually active against HIV infection workers, truckers,
clients tested positive
intravenous drug
or negative for HIV.
users, and others.
3 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% 3% 2%
7%

Perinatal
Blood Transfusion
Intravenous Drug Use
Unidentified
Sexual
86%

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 India’s
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 India’s 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 Paradeep

Vashi Vizag

Goa
Chennai

Manglore

Cochin
Tuticorin Exhibit 8
 Operation Lighthouse Objective

Increased correct STI

Increased reported Decreased number of
diagnosis and
condom use among sex acts with non-
treatment among
target populations regular partners
target populations

1 2
Environment shifting
Increased the
so they able to talk
availability of condom
frankly and intelligently
in outlets.
about HIV/AIDS)
3
Significant policy
about prevention, care,
and support from port
management.

4 5 6
 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)

2 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)

3 To motivate people to access PSI’s HIV/AIDS Help Line and VCT services
(Goal: Behavioral Change)
The instructions in the communications brief
included the following three guiding principles:

• Don’t 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 India’s
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.
4 Key Issues
Will Balbir Pasha help
fight AIDS?
 • General AIDS awareness and diseases risk
Focus perception /target particular barriers to
use of Condom/some combination of
Issue both?

• How customized the first phase should be

Scalability to Mumbai’s language and culture?

• Mass media was a risky investment

Risky required high cost and no guarantee of
success.
5 Strategy
 launch mass
choose mass
media campaign
media campaign
in several stages
 Communicating Mix
• Put the message in red light district

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

• Commercial break in television and cinema

ATL •
•
•
Soap opera in television
Independent movie about HIV/AIDS
Broadcast on radio.
 Step 1 Step 2 Step 3 Step
4

Introduce Balbir The three theme

Starting first The second theme
Pasha icon to campaign make a
campaign indoor campaign about
community so it relationship with
and outdoor the possibility
become they daily community by
campaign to make infected HIV/AIDS
talk about “Will motivating them
people concern through changing
Balbir Pasha get call HIV/AIDS
using condoms. partner.
AIDS?” helpline.
6 Conclusion
Balbir Pasha will help against AIDS if Balbir Pasha
can communicated properly with
Mumbai’s culture

PSI’s communication should combination of

general AIDS awareness and disease risk
perceptions and particular barriers
condom use
Use Mumbai’s Use Indian
language cartoon

Use appropriate
color combination
thanks for attention.. any questions?