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Brand name: Khushi Clinic Product type: Social awareness of HIV/AIDS and STD Category for this

entry: Corporate Advertising Campaign title: Seena Taan Ke URL: Not applicable due to type of TG Campaign: National

5a. What was the strategic communications challenge?
The Background TCI Foundation, the social arm of Transport Corporation of India, has been implementing Project Kavach - a national HIV/AIDS prevention program - also the India AIDS Initiative of the Bill & Melinda Gates Foundation. Aimed at long-distance truck drivers and helpers in India, Project Kavach’s goal is to arrest the spread of HIV amongst them. Past surveys have shown that 36% of them are clients of sex workers and of these only 36% use condoms when with them. Around 2-11% of the truckers are estimated to be HIV positive and 10-15% of them have at least one Sexually Transmitted Diseases (STD). (source: AC Nielsen) Project Kavach also provides clinical services through Khushi Clinics located at 17 major trucker halt points in nine Indian states. In a year, about 20,000–30,000 truckers halt at each of these points to rest and to repair their vehicles. The Challenge Get the truckers and their helpers to understand the importance of safe sex. The key pointers which they needed to understand: - the spread of STD and AIDS would impact their wellbeing as well as their families’ - possibility of contracting the disease if one had multiple sex partners or unsafe partners - use of condoms as a preventive tool against the disease (rather than a family planning centric tool) And, any talk of sex would have to factor in the direct impact on the egos of these deprived lot. We were dealing with the ‘male ego’ of these truck drivers and helpers and this had to be tackled in a fashion that the core message of safe sex was absorbed while it had an positive impact on their egos as well. This was a critical catch-22 situation because this ruled out any direct, linear and educative communication plank. Sex, a sensitive and very personal issue… how does one get these truckers and helpers to understand the enormity of what they were putting up in stake, by not taking the safe sex route?

5b. What were your campaign objectives? State specific goals.
Campaign Objectives Help the trucker understand that safe sex is the only way of self protection. The campaign had to achieve awareness and connect with the messaging with at least 50% of the audiences. (Aided and Unaided put together)

5c. Total media expenditures
Rs. 1 crore to 2.5 crore

6a. What was your big idea?
Instill a sense of self-recognition and pride among the trucker community, while creating a movement that goes beyond HIV/AIDS/STD.

6b. How did you arrive at the big idea?
Two studies were done. The first, a detailed study of the audience and their attitudes towards safe sex by an independent research agency. This study delved into the psyche of the trucker and his helper. - His needs, aspirations, ambitions - Sense of responsibility towards self, family, society and their need for self-recognition - Perception and attitude towards masculinity - Motivations towards adoption or rejection of protection and perception towards health The second, a field study by the agency to ascertain connect and relevance with possible positioning platforms. The first study revealed the evolution of the trucker from entry into profession to his current state of mind: Entry into Trucking Profession No specific skill required, lure of travel, luxury, glamour and other entertainments. The Reality Tough life, long journeys, difficult living conditions, harassment and loneliness. Reckless Outlook Ignorant attitude to self. Irresponsible Behaviour Basis their acts over a period of time, they are not considered as responsible by the community. Low Self Esteem Society does not respect them due to their acts. Four key pointers that emerged from this study: 1/ The trucker’s tough lifestyle and disillusionment with what he thought this profession would give him and what it’s really giving him. Led to his behavior becoming reckless. 2/ Their reckless acts lead to them being considered irresponsible by others and they know about this as well. This impacts them with very low self esteem and morale. 3/ This reflects in the way he approaches life. His behavior towards health and his attitude towards practicing safe sex. 4/ Leading to an absence of self-efficacy behavior. They tend to ignore even basic health. (A sad reflection of their reckless behavior to self.) This becomes a barrier to even seeking treatment to STI.

The primary hook for the campaign: Self esteem and Recognition (together). The secondary hook had to factor in the following: a/ The portrayal of the person, his family, society at large And b/ had to be in the context of their life and ‘responsibility to self’ The second research focussed on understanding the possible interpretations: This was a qualitative study to understand the trucker and helper and what they thought these big sounding words meant. A qualitative assessment of all the verbatim answers and cues led to: a/ Responsibility being interpreted as: Country, Society, Economic, Family, Self. b/ Self and Society were found to be most relevant, most yearned for and a possible key motivator.

7a. How did you bring the idea to life?
To achieve the campaign objectives, the idea had to be broken down into phases with specific comprehension of a rather complex education message to a TG who were mentally blocked to really appreciate it. Therefore there had to be an umbrella campaign message which they would relate to instantly, while the campaign guided them through two stages. So the key campaign branding became SEENA TAAN KE. The two phases: • Get truckers into a positive frame of mind. That they are important to our society. And that they are most of all important to themselves. Some ‘izzat’ had to be given to them, recognizing them in their current lives before explaining the benefits of safe sex and condom usage from a perspective of helping themselves more than anyone else. • Show Khushi Clinics as solution providers for counseling or even clinical help Through the campaign we gave recognition to the trucker as a person, a human with a tough exterior but a warm inner self, a person who helps the community by reaching material from one place to another. A person who bears the brunt of the harsh life that transit gives. This was a complex task which could be achieved through a combination of large format ground activities, events and an education programme. Plus, a touch of celebrities to endorse the message at the event as well.

7b How did you bring it to life? (communications touch points)
Since the community is mobile and on the move, this had to be done through a series of programs which would address the specific tasks and would also have an engagement with the audience. Therefore the predominant media of communication used were on ground activation, events and outdoor. This platform was developed as a contact program which became an informative session - at the transport hubs: posters and outdoor at the main transport hubs. - in transit on the highway: On ground activation - were promoters posed as hitch hikers, took lifts on the highways and then explained the core thought. They handing over a cassette containing popular songs tweaked to provide information. Plus an invitation to a mega Trucker Utsav.

This was done across 17 transport nagars at 14 locations: Delhi, Ghaziabad, Agra, Varanasi, Kanpur, Jaipur, Nagpur, Indore, Pune, Mumbai, Jamshedpur, Dhanbad, Bangalore, Hyderabad, UP, MP, Rajasthan; from 24th March 07 to 27th April 07. The various vehicles used in the media mix: Visibility via POS - The campaign was promoted by way of marketing collateral like: posters, danglers and leaflets. The POS materials were mobilized and deployed across all 17 transport nagars across 14 locations PAN India. Interactive engagements resulting in WOM – The hitchhiker contact program Excitement builders - Lucky draw coupons distributed to truckers along with the cassette, acted as excitement builders to motivate them to culminate at the Trucker Utsavs. Events – Nukkad natak (street plays) were conducted in 14 locations across India. Exhibitions / kiosks were set up in all these locations. These became the ‘aspirational’ points for Lucky draws via coupons. Trucker Utsavs were also conducted in 17 transport nagars as a culmination of the entire campaign. PR - In addition to the events and campaigning, the initiative was given extensive coverage. The Trucker Utsav was extensively covered by all print media. The program flow • Taking lifts from a trucker on the highway • Building a rapport with him by talking about o Route, the time it will take for him to reach and the distance covered o Hometown o Profession • General probing on his healthcare • Probing on awareness of Khushi clinic and its services. If unaware, ask where does he get himself treated • Briefly share Khushi clinic services: o 17 clinics across the nation o Free check up by MBBS Doctors o Medicines at subsidized prices o Free counselling and confidentiality • Talking about the possibility of he being the winner o Handing over of a cassette containing popular songs tweaked to provide information and a coupon in the cassette that entitled him to a lucky draw prize o Inviting him to attend a Trucker Utsav on 1st May 2007 o Filling the coupon and the registration form with the promoter code o Thanking the trucker, handing over the leaflet and requesting him to play the cassette o On leaving the truck, reminding the trucker once again to carry the coupon on 1st May 2007 at any of the 17 locations

The TRUCKER UTSAV was a large format event where the likes of Richard Gere, Shilpa Shetty and Sunny Deol spoke to truckers about AIDS and its implications and spread the message about awareness and safe sex.

7c List all other marketing components used in this campaign.
Couponing was extensively used at most of the activations. Lucky draws to promote participation Data capture coupons for tracking the contact of the promoters Invitation coupons for trucker’s events

8. How do you know it worked?
The campaign property was a huge success in terms of creating recall and initiating truckers to seek information from the Khushi clinics. The following were the highlights of the SEENA TAAN KE campaign. This is a snapshot of the results as done by a study done by Source: SRI-IMRB (07’) to check on impact of the program: Total number of truckers contacted during 24th March 07 to 27th April 07 - 91,564 1) % exposed to the campaign (Spontaneous recall) 2) Reach and recall – component wise (Spontaneous +Aided)

Source: SRI-IMRB (07’) The unaided awareness of the campaign across all centers was around 47% Source: SRI-IMRB (07’) 3) Impact on self esteem

Source: SRI-IMRB (07’) The Posters had the highest reach and recall followed by Nukkad Natak

• The campaign has been discussed amongst a significant number of respondents (59%), implying that it is engaging • 85% of the respondents mentioned that the campaign makes them feel responsible 4) Message comprehension at an overall level 5) Message comprehension - Audio cassettes

(% Respondents Base: (862) Spont +Aided recall of at least one element)

(% Respondents Base (258): all respondents who have received the audio cassettes)

Information about STI Sexually Transmitted Infection) has been the key message take out followed by information about condom usage Source: SRI-IMRB (07’)

The key message take out from the audio cassettes is about ‘Sexually Transmitted Diseases’ Source: SRI-IMRB (07’)

6) Hitchhiker contact program – Message comprehension

(% Respondents Base: (109) all respondents who have been exposed to this activity)

Source: SRI-IMRB (07’)

The key message take out from this activity has been about ‘Sexually Transmitted Diseases’

7) Trucker Utsav

(% Respondents Base (329), all respondents who have been exposed to this activity) • 80% of the respondents across all centres have liked the Trucker Utsav a lot • 78% of the respondents found the Trucker Utsav to be Extremely relevant 8) Message take out from Seena Taan ke

29% of the respondents felt that ‘Seena Taan Ke’ communicates, living life ‘Seena Taan Ke’ or living life with confidence.