PSI India Will Balbir Pasha Help Fight AIDS?

SLOWMOTION & DLETOY BOYS

BACKGROUND

Sanjay Chaganti (PSIs program director of HIV/AIDS) walked the streets of Mumbais 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

Price Comparison of Condoms

Price (Indian rupees)
8 7 7 6 5 4 3 2 1 0.4 0 Deluxe Nirodh Super Deluxe Nirodh Masti Thril Kohinoor Kama Sutra Durex 0.75 1 1.25 3.33 4.5

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

PRODUCT Live-saving products, clinical services and behavioral change communications.

PRICE Low price condoms Non profit organization !

PLACE India and Africa (worlds largest AIDS countries) PROMOTION Mass media campaign Balbir Pasha PEOPLE PEOPLE PSI people and medium to low people in India & Africa

PROCESS
Establish relationship with the sex workers, build awareness of HIV/AIDS & health risk associated, encourage preventive behavior, condom usage demonstration

PHYSICAL EVIDENCE Billboard, Print- ad, radio, bumper sticker .

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 dont 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+

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

ADV. STYLE
Symbolism : using character, logo, words Songs, plays with words : adv using with songs, 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

ADV. STYLE

VS
Western
Atomisticbroken 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.g., We have a way of bringing people together)

Individual benefit and pleasure (e.g., Make your way through the crowd)

Classical Conditioning Based on the simple premise that learning results from a relationship between stimulus and response (symbols, songs, fragrance)

CONDITIONING
Operant Conditioning The probability of an action being repeated is strengthened when followed by a pleasant or satisfying consequence

How to advertising HIV/AIDS in India

(increase awareness and use of condom)
Study of consumer insight by behavior, knowledge and lifestyle Using a character (Balbir Pasha), serving as behavioral model for consumer to relate and empathize with. Message HIV/ AIDS were conveyed in an approachable manner rather than didactic approach Build relation between Balbir Pasha and HIV/AIDS, 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

PROBLEMS
Should PSIs communications be focused on general AIDS awareness and disease risk perceptions, or should it target particular barriers to condom use, or some combination of both?

Will Balbir Pasha Help Fight Aids? campaign is the best option?

SOLUTIONS!

FORECAST Prediction Worldwide HIV Prevalence (2001-2010)

Sub-Saharan Africa 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 19.53 19.99 20.34 20.59 20.76 20.84 20.86 20.83 20.78 20.73 Asia/Pacific 5.17 5.35 5.49 5.60 5.67 5.71 5.72 5.72 5.70 5.68 Western Hemisphere 3.85 3.85 3.83 3.81 3.78 3.76 3.75 3.74 3.75 3.76

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 0.46 0.35 0.25 0.16 0.08 0.02 -0.03 -0.06 -0.05 Asia/Pacific 0.18 0.14 0.11 0.07 0.04 0.01 0.00 -0.02 -0.03 Western Hemisphere 0.00 -0.02 -0.02 -0.03 -0.02 -0.01 0.00 0.01 0.01

Prediction Worldwide HIV Prevalence (20012010)

25

20

15 Sub-Saharan Africa Asia/Pacific 10 Western Hemisphere

0 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

Sales Prediction (millions)

Free Distribution 2001-2002 2002-2003 2003-2004 2004-2005 2005-2006 2006-2007 679.40 669.64 667.18 664.79 665.27 665.69 Social Marketing 392.33 407.16 415.31 418.93 419.25 416.33 PSI Masti Brand 53.85 56.66 58.38 59.13 59.23 58.88 PSI Nirodh Brand 24.33 23.97 23.67 23.56 23.12 23.24

Delta per year (millions)

Free Distribution 2001-2003 2002-2004 2003-2005 2004-2006 2005-2007 -9.76 -2.46 -2.39 0.48 0.42 Social Marketing 14.83 8.15 3.62 0.33 -2.92 PSI Masti Brand 2.81 1.72 0.74 0.10 -0.35 PSI Nirodh Brand -0.35 -0.31 -0.11 -0.44 0.13

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

Above The Line

- TV advertisement - Radio advertisement - Magazine & newspaper advertisement - Documentary - Billboard Eventhough the mass media campaign is expensive, 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, because no success guarantee - Pamphlets, sticker, and posters Written with different languages according to where its being distributed. Free given to the accessibility port and public services example: Red Light Area,.train station.

Place the advertisement in the right accessible port. For example, -Truckers and helpers: pamphlets and poster should be focused on petrol-filling station, terminal, rest stops, and offices, back of the truck -Blue collar workers : seminar TV, radio, 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. Make the use of condom by sex worker is compulsory by law. Just like Thailand ini ok ngga ya idenya?

The campaign is set in five stages:

1. Teaser campaign: low-middle income man asking each other Will Balbir Pasha get aids? 2. Stage 2: Alcohol Issue addressed I often use condoms, but when I get drunk, I sometimes forget to use them Message Balbir Pasha sometimes forgets to use condoms when he is drunk. But by not wearing a condom just one time, it is possible to get AIDS

Examining Balbir Pasha Campaign

3. 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. But others go to Manjula too

4. 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 you can't tell by looking who has AIDS
5. 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

THANK YOU