1) Should PSI India go for a mass media campaign in its fight against

AIDS? Why?
Yes, PSI India should go for a mass media campaign. There are many
advantages to be considered.
- More widespread impact of the issue and thus HIV/AIDS becomes
more widely known, awareness increases, making it easier to talk
and discuss the issue of HIV/AIDS.
- Since the original target group was people who routine at ports, it
was difficult to access all of them personally, as they were too
widespread across the city. Thus, a mass marketing campaign would
reach all of them.
- This expansive ad would reach out to everyone, irrespective of their
age, religion etc.. Thus, it would help in destigmatizing the public
and thus encourage easy communication.
- This campaign would also help inform people and clarify their
misconceptions about how HIV is transmitted and would warn
people who don’t indulge in unsafe sex as well.

2) Is the concept proposed by Lowe Lintas a fictional character named

Balbir Pasha better for generating AIDS awareness for highlighting
particular barriers for condom use in the target population (male
migrant workers between 18-34)?
- Yes, it is a good option, as this character is a male of the age group
18-24yrs. Also, the ads planned are in the form of casual
conversations, so that it’s easily relatable and associate able. In
addition to this, the ad is built to increase communication, so that
that people spread motivation, and the social taboo regarding
HIV/AIDS and sexual intercourse would come down.
- Monkey see monkey do. We tend to do what we see happening, and
then do it yourself. Thus, watching Balbir make mistakes/life
decisions, people will follow the right decision too.

3) Assuming the mass media campaign is approved how should the ad

budget be allocated between the different media? (assume a
campaign that runs for three months) you can watch?
There are various media which need to be used for connecting with the
people. As port side workers, they do not have access to TVs
everywhere. Thus, print media would be most helpful. Other forms of
media would help ensure a thorough decision and spread of awareness.
Cost per No. of unit in 3
Cost ($) unit months
Production
Cost 125000 - -
 TV 270000 300 900
Newspaper 135000 500 270
Billboards 396000 1200 330
Total 926000
Which rounds up to 1 million in three months, the allotted budget for this
duration {(20*3)/(5*12)}.