PSI India-Will Balbir Pasha Help Fight

Aids?

By
Medha Saha
Raktim Sengupta
ROHIT Kumar Shaw
Q1) Is the concept proposed by Lowe Lintas, a
fictional character named Balbir Pasha, better for
generating general AIDS awareness or for
highlighting particular barriers for condom use in
the target population (male migrant workers
between 18-34)?
Profile
Nonprofit NGO founded in 1970 based in Washington DC under
the name Population Inc.
In 1973 the name was officially change to Population Services
International, and the new name was beffiting of the Organization
The mission of PSI is to measurably improve the health of poor
and vulnerable people in the developing world, principally
through social marketing of family planning and health products
and services, and health communications. *
* Source : http://www.psi.org/about-psi/mission
It had also concern of public health, included malaria, safe water,
iodized salts, multivitamins, and HIV / AIDS
Programs


1972 - Promote condom use as a form of
contraception (launch in Kenya)
1987 Launch Prudence brand of male
condom in Congo Republic
2002 Launch Studio 263, a soap opera
series in Zimbabwe



Africa PSI Programs primarily focused on :
Absistency (Delay of Sexual Relations
promoted to young people)
Mutual fidelity (Promoted to Stable Couples
as their first line of defense against HIV)
Condom use (Targeted at High Risk groups
such as commercial sex workers and others)
Voluntary counseling and testing (An
intervention that historically resulted in
increased condom use and partner reduction)

Operation Lighthouse
Development of communication
programs aimed at motivating
high risk individuals such as sex
workers in Mumbai and other
Indian port cities to practicing
safe sex.
Project to reduce HIV prevalence
in Indias 12 Major port
Communities
Port communities served as a
convergence points for many
Indians at the highest risk for
contracting the disease and
transmitting it to others.

Operation Lighthouse
The core of Operation Lighthouse
was to be the creation of targeted
behavior-change communication
focused on high risk male
workers associated with the ports
and related industries supported
by condom social marketing in
each port.
Mumbai is the first port to
implemented the program
strategies and then replicate to
other ports
Obstacle to Safe Sex Practices
Research studies were conducted by PSI in
order to assess:



General attitudes and risk perception of AIDS
Current consumer attitudes toward sexual activity
and sexual partners
Triggers and barriers to the regular use of condoms
HIV/AIDS Risk Perception
As a part of its assessment of
current consumer attitudes
toward a barriers to regular
condom usage, PSI conducted
2 focus group of Mumbai
Men:
18 24 years old males
who sexually active with at
least 2 3 partners
25 35 years old married
man who had extramarital
affairs

Barriers to the use of
condom:
1. Trusting / knowing a
girl
2. Lack of pleasure
3. She looks healthy
4. Loyalty to one or two
partners
5. Lack of preplanning
Development of a Communication
Strategy
The Decision to Use Mass Media
Primary target of Operation
Lighthouse: male migrant
workers between 18 34 yrs
old who were associated with
port.
Men who were visiting
brothels in Mumbais red
light district were increase
from across city, creating
challenge for IPCs to contact
them.
PSI felt they previous
HIVAIDS treatment &
prevention in India didnt
sufficiently enough to
educate public. Thats why
PSI decided to use a mass
media campaign.

Campaign Objectives
To increase the perception of
HIV / AIDS risk from
unprotected sex with
nonregular partners by
personalizing the message
and creating emphaty
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)
Who is Balbir Pasha?
Balbir Pasha is a fictional characther to educate India
people about HIV / AIDS, and to practicing save sex.
How Balbir Pasha working?
It used a storyboard to place him in various high-risk
sexual situations with unknown outcomes
and then to ask, Will Balbir Pasha Get AIDS as a
tagline.
Balbir Pasha
The Balbir Pasha Campaign
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PSI should combine
the AIDS awareness
and barriers to use
condom.
To increase
perception
of HIV/AIDS risk
from unprotected
sex with non-
regular partners.
Reducing the
number of AIDS
people by using
condom.

Using Mass Media
campaign and value
remains in deploying
IPCs, they are able
to engage the target
audience personally.
Outdoor
communication in
the red light area
Outdoor
communication &
public transport
Outdoor
communication at
cinema halls
TV and radio
channels
Print Media
The character Balbir
Pasha was portrayed
across various
communications
channels in fascinating
scenarios, serving as
a behavioral model for
people to relate to and
empathize with.
5 stage mass media
campaign, centered
around Balbir Pasha
in high risk sex
situation.
Each stage builds
intrigue and gossip
value.
Marketing Communication
Billboard and poster around the port and other place that target audience
frequently see , so the campaign high reach and visibility.
Outdoor communication in the red light area
Placing poster in bus/train station to reach more geographical target.
Use rear side of truck as media to campaign Balbir Pasha, such as draw pictures to
illustrate the balbir pasha campaign.
Outdoor communication & public transport
The high popularity of Bollywood films provides an opportunity to communicate
Balbir Pasha via short ad before the movies showed.
Outdoor communication at cinema halls
Make a short story to be advertised on TV, centered around Balbir Pasha in high
risk sex situation. In order to overcome language barriers, it has to be executed
across a range of channels, dubbed in local dialects and subtitled in Hindi, the
main language in India
Make a short conversation / song to communicate about unprotect sex that
happened to Balbir Pasha allows to higher frequency messaging and helps to
provide additional exposure.
TV and radio channels
Placing daily advertisement to local daily newspaper or magazine to
increase visibility of the campaign.
Print Media
The Teaser Campaign

Stage One: The 'teaser' campaign would depict
typical Mumbai lower and middle income men
asking each other the following question: Will
Balbir Pasha get AIDS?. During this teaser phase,
viewers would encounter people speculating on
Balbir's future in a series of scenarios that
reflected real-life situations.
After this initial launch, the campaign would
unfold to address three different themes.
The three selected themes were developed
and pretested among sexually active males
from low socioeconomic groups to test
relevance and appropriateness. The themes
intended to address some of the key barriers
or myths preventing the consistent use of
condoms that had been identified in the
scoping phase
Operation Lighthouse
Theme#1 Alcohol- Balbir Pasha always use
condom, but when drunk, he forget to wear it.

Stage Two: 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

Operation Lighthouse
Theme#2 Alcohol- Balbir Pasha always
use condom, but when drunk, he forget to
wear it.

Stage Three: Non-regular
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
Theme 3 and Final Stage
Stage Four: 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
Balbir Pasha has new sex partner, health & beautifull, but
he didnt know that she infecte


Stage Five:
The Saadhan helpline number was finally revealed in the last
phase, and consumers were directly asked to call this
number and to access available HIV/AIDS services
I dont want to get HIV/AIDS and be the next Balbir
Pasha. So, what should I do ?


Will Balbir Pasha get AIDS ?
Balbir Pasha always use condom, but when
drunk, he forget to wear it.
Alcohol
Balbir Pasha only has one sex partner, but he
doesnt know that she have sex with another
guy.
Non-Reguler
Partner
Balbir Pasha has new sex partner, health &
beautifull, but he didnt know that she infected.
Healthy
Partner
I dont want to get HIV/AIDS and be the next
Balbir Pasha. So, what should I do ?
Final Stage
Balbir Pasha Future Campaigns
Popularity
Balbir Pasha was becoming
entrenched in popular culture
that other groups in Mumbai
borrowed elements of the ads.

Amul a dairy cooperative
followed the lines.
Conclusion
If Balbir Pasha message sent
clearly and correctly, it can
increase the awareness about
HIV/AIDS & its prevention.
Balbir Pasha should
communicate in all mass media
and IPC program to strenghten
the efforts against HIV/AIDS.
Give awareness to always use
condom to prevent the HIV
infection.