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PSI India “Will Balbir Pasha Help Fight AIDS?


SLOWMOTION & D’LETOY BOYS

BACKGROUND

Sanjay Chaganti (PSI’s program director of HIV/AIDS) walked the streets of Mumbai’s red light district
worked to educate sex workers in Mumbai about HIV
Dirty, crowded, and run down Vibrant area (shops, restaurants, and movie theaters)

employed a group of 55 Interpersonal Communicators (IPC)

“an outbreak of a rare form of cancer known as kaposi sarcoma among gay men in Los Angeles in July 1981”

Linked transmission of the illness to the exchange of blood and coined the acronym AIDS (Acquired Immune Deficiency Syndrome)

Male homosexuality Haitian origin Intravenous drug abuse US CDC Hemophilia A .

isolated what was later called the Human Immunodeficiency Virus (HIV) in 1984 HIV caused AIDS (1985) Luc Montagnier Robert Gallo INSTITUT PASTEUR NATIONAL CANCER INSTITUTE .

PSI works in partnership within the public and private sectors Provides live-saving products. clinical services and behavioral change communications Launching the Prudence brand of male condoms in the Democratic Republic of Congo .

Estimated Worldwide HIV Prevalence. 1980-2000 .

Distribution of Global HIV/AIDS Infections by Geographic Region in 2002 1% 2% 2% 1% Sub-Saharan Africa 15% 0% 1% 2% Latin America North America Carribean Australia/New Zealand 4% 72% South/Southeast Asia East Asia/Pacific Eastern Europe/Central Asia Western Europe North Africa/Middle East .

2000  South Africa had the largest number of people living with HIV/AIDS of any country in the world. .

Programs in Africa Mutual Fidelity Condom Use VCT Abstinence .

India became number two in terms of number of people living with HIV/AIDS  1% of population (1 billion) 5 million Indians! .

Indian Categorized Prevalence States Low-prevalence states Moderate-prevalence states High-prevalence states .

Another PSI program in Mumbai : Establish relationship with the sex workers Build awareness of HIV/AIDS and the health risks associated with the disease Encourage preventive behavior Demonstrate how to use condom correctly .

Focus on high-risk adult males  potentially infect their wives and girlfriends in the general population Decrease number of sex acts with non-regular partners Increase reported condom use among target populations Increase correct STI diagnosis and treatment among target populations Increase the availability of condom and other HIV/AIDS products and services in outlets Operation Lighthouse .

Exhibit EXHIBIT .

Routes of Transmission of HIV/AIDS ( India ) 2% 3% 2% Sexual 7% Unidentified Perinatal 86% Blood Transfusion Intravenous Drug Use .

Map of HIV Risk Group Severity by Indian State .

4 0 Deluxe Nirodh Super Deluxe Nirodh Masti Thril Kohinoor Kama Sutra Durex 0.5 .Price Comparison of Condoms Price (Indian rupees) 8 7 7 6 5 4 3 2 1 0.33 4.75 1 1.25 3.

Sales of Condoms (in millions) 1000 900 800 700 600 Free Distribution Social Marketing PSI Masti Brand 500 400 PSI Nirodh Brand 300 200 100 0 1995-1996 1996-1997 1997-1998 1998-1999 1999-2000 2000-2001 .

STP & SWOT .

PRICE Low price condoms Non profit organization ! .PRODUCT Live-saving products. clinical services and behavioral change communications.

PLACE India and Africa (world’s largest AIDS countries) PROMOTION Mass media campaign  Balbir Pasha PEOPLE PEOPLE PSI people and medium to low people in India & Africa .

bumper sticker . Print. . radio.PROCESS Establish relationship with the sex workers. build awareness of HIV/AIDS & health risk associated. encourage preventive behavior. condom usage demonstration PHYSICAL EVIDENCE Billboard.ad.

Segmenting Male and Female Age 18 – 40 years old Middle to low and middle to high economy Living in India Target Male Age 18 – 35 years old Middle to low economy Living in Mumbai Clients of sex worker Positioning “Be a nonprofit organization that centered on family-planning to reduce unplanned pregnancies in developing nation.” .

• Strength – Experienced against the rising HIV / AIDS in Africa – Have a big fund – Sell a lower price condom • Weakness – Still don’t have any experience in India • Opportunity – Some of the sex worker have know how important of using a condom • Threat – There are more prostitution in India .

THEORY ANALYSIS .

100 DIRECT EXPLICIT VERBAL COMMUNICATION HIGH CONTEXT UAI+ ELABORATE VERBAL PERSONAL 50 LOW CONTEXT VERBAL CONTEXTUAL SUCCINCT UAI- DIRECT EXPLICIT 0 PDI- 50 INDIRECT EXPLICIT 100 PDI+ .

It could be corporate culture or perhaps body language . individually or collectively.VERBAL COMMUNICATION • Succinct  Express with few words • Indirect  Not straightforward. meaning is not only in the words. usually without regard to the messages others receive. but mainly in the surrounding context of a conversation • Implicit  Refers to the things we do.

ADV. logo. STYLE Symbolism : using character. plays with word Collective : look after the benefits of the social group as a whole and conform to the norms of the group Indirect & implicit : not straightforward & expressed indirectly . words Songs. plays with words : adv using with songs.

STYLE .ADV.

“Make your way through the crowd) ...g.g.VS Western – “Atomistic”—broken down to smallest component parts – “Unique selling propositions” Eastern – Holistic – “Everything relates to everything else” – How things “fit together” and “relate” – Visual and oral – Collective values (e. “We have a way of bringing people together) – Individual benefit and pleasure (e.

fragrance) CONDITIONING Operant Conditioning The probability of an action being repeated is strengthened when followed by a pleasant or satisfying consequence . songs.Classical Conditioning Based on the simple premise that learning results from a relationship between stimulus and response (symbols.

How to advertising HIV/AIDS in India (increase awareness and use of condom) • Study of consumer insight by behavior. • Message HIV/ AIDS were conveyed in an approachable manner rather than didactic approach • Build relation between Balbir Pasha and HIV/AIDS. knowledge and lifestyle • Using a character (Balbir Pasha). gave a target consumer the opportunity to form a relationship with this character before the main message HIV/AIDS introduce • Managed to deliver HIV/AIDS message spoke directly to the target consumer . serving as behavioral model for consumer to relate and empathize with.

PROBLEMS Should PSI’s communications be focused on general AIDS awareness and disease risk perceptions. or some combination of both? “Will Balbir Pasha Help Fight Aids?” campaign is the best option? . or should it target particular barriers to condom use.

SOLUTIONS! .

49 5.FORECAST Prediction Worldwide HIV Prevalence (2001-2010) Sub-Saharan Africa 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 19.99 20.86 20.70 5.35 5.68 Western Hemisphere 3.76 3.76 20.72 5.83 20.83 3.84 20.17 5.76 .53 19.78 20.34 20.67 5.81 3.75 3.72 5.85 3.60 5.71 5.75 3.85 3.78 3.59 20.73 Asia/Pacific 5.74 3.

02 -0.46 0.03 -0.03 Western Hemisphere 0.11 0.01 .Delta/year of HIV Prevalence Year 2001-2002 2002-2003 2003-2004 2004-2005 2005-2006 2006-2007 2007-2008 2008-2009 2009-2010 Sub-Saharan Africa 0.00 0.16 0.01 0.02 -0.02 -0.02 -0.06 -0.00 -0.08 0.02 -0.14 0.35 0.18 0.00 -0.04 0.03 -0.07 0.25 0.01 0.05 Asia/Pacific 0.01 0.

Prediction Worldwide HIV Prevalence (20012010) 25 20 15 Sub-Saharan Africa Asia/Pacific 10 Western Hemisphere 5 0 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 .

74 0.10 -0.35 -0.79 665.39 0.15 3.40 669.13 .12 23.85 56.33 23.25 416.62 0.83 8.81 1.33 PSI Masti Brand 53.69 Social Marketing 392.93 419.66 58.76 -2.46 -2.67 23.88 PSI Nirodh Brand 24.33 -2.92 PSI Masti Brand 2.11 -0.16 415.27 665.24 Delta per year (millions) Free Distribution 2001-2003 2002-2004 2003-2005 2004-2006 2005-2007 -9.31 418.48 0.13 59.97 23.56 23.23 58.33 407.64 667.72 0.44 0.42 Social Marketing 14.Sales Prediction (millions) Free Distribution 2001-2002 2002-2003 2003-2004 2004-2005 2005-2006 2006-2007 679.18 664.31 -0.38 59.35 PSI Nirodh Brand -0.

Sales Prediction (millions) 800 700 600 500 Free Distribution 400 Social Marketing PSI Masti Brand 300 PSI Nirodh Brand 200 100 0 2001-2002 2002-2003 2003-2004 2004-2005 2005-2006 2006-2007 .

but the best way to reach people is by using mass media. However must remember that no need to put too much portion on mass media campaign.Billboard Eventhough the mass media campaign is expensive.Above The Line .Documentary . sticker.Magazine & newspaper advertisement . because no success guarantee . .train station.TV advertisement . Free given to the accessibility port and public services – example: Red Light Area. and posters Written with different languages according to where its being distributed.Pamphlets.Radio advertisement ..

Place the advertisement in the right accessible port. Make the use of condom by sex worker is compulsory by law. radio. and offices. back of the truck -Blue collar workers : seminar TV. terminal. For example. and newspaper magazine advertisement -Sex worker: brothel Noted about the marketing communication • • No need to use cartoon character because it might entertain the children as well Need to cooperate with the government. Just like Thailand  ini ok ngga ya idenya? . -Truckers and helpers: pamphlets and poster should be focused on petrol-filling station. rest stops.

But by not wearing a condom just one time. it is possible to get AIDS’ Examining Balbir Pasha Campaign . but when I get drunk. Teaser campaign: low-middle income man asking each other “Will Balbir Pasha get aids?” 2. I sometimes forget to use them’ • Message – ‘Balbir Pasha sometimes forgets to use condoms when he is drunk.The campaign is set in five stages: 1. Stage 2: Alcohol • Issue addressed – ‘I often use condoms.

Stage 3: Non Reguler Partner Issue addressed – 'I only have sex with one person (sex worker or casual partner) and hence I am safe' Message – ‘Balbir Pasha only goes to (has sex with) Manjula.3. Stage 4: Healthy looking Partner Issue addressed – 'If a person looks healthy he/she must be safe from HIV/AIDS' Message – ‘Balbir Pasha only has 'relationships' with healthy-looking people. But others go to Manjula too’ 4. Stage 5: The Saadhan helpline number would finally be revealed in the last phase. and consumers would be directly asked to call this number and to access available HIV/AIDS services . But you can't tell by looking who has AIDS’ 5.

THANK YOU .