Case: PSI India- Will Balbir Pasha Help Fight AIDS?

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 in its fight against AIDS.
In this specific campaign PSI India is targeting high risk male workers associated with ports
and industries related/ nearby; these sites (eastern and western coasts) are: Paradip, New Mangalore,
Mumbai, Chennai, Kolkata/Haldia, Vizag, Mormugao, Cochin and Tuticorin. These high-risk
groups include: various types of port workers, sailors, truckers, and sex-workers. These port
communities served as a convergence point for many Indians at the highest risk for contracting AIDS
as well mas other STIs themselves and transmitting it to others.
Operation Lighthouse Project is aimed at:
 Increasing reported condom use
 Decreasing number of nonregular sexual partners
 Improving STI diagnosis and treatment
 Increasing availability and usage of condoms among target populations
 More open and intelligent space for to talk about HIV/AIDS

Mass media campaigns are generally focused at huge proportions of a population and these
campaigns are covered via advertisements from newspapers, posters, brochures, pamphlets and other
printed material, radio, television, billboards, etc. Since, in this the target segment consists of low to
medium level income population which is the major population which could be easily approached by
mass media campaign tools. Also, PSI involvement could be effective as having an open conversation
might face reluctance in the initial stages, but in the long run it can leave the much-needed impact to led
towards improvement in the current situation.

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)?
Male migrant workers between 18-34 are the high-risk group in this case. Also, they are held
responsible for the spreading of AIDS epidemic along with multiple STIs among a huge population
of the country from the port cities. Hence, this segment needs prior consideration while developing
any campaigns or tools to create awareness regarding AIDS. While doing so it should be understood
that these campaigns should rather be more direct and relatable to them instead of being just
educational.
Hence, the fictional character Balbir Pasha is a better tool for creating awareness for
highlighting particular barriers for condom use in the target population. It is a character easily
relatable by the target population: sexually active, does not have multiple partners but his partner
might have multiple sexual partners who might have contracted AIDS to him. Such campaigns are
good at provoking thought, especially among the target group. The statements from the
advertisement are quite catchy and have the ability to improve intercourse related understanding
among any segment of population.

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)
Here, we are majorly targeting population falling in the range of low to medium income groups
within the country along with the male migrant workers and both segments in the age range of 18 to
34 (as they are held responsible for the spreading of AIDS epidemic along with multiple STIs).
Hence, depending upon the preferences of media, accompanied by the facts considering media
availability and accessibility to them- Television, Radio and catchy print media needs to be
prioritized followed by direct conversations by PSIs and the billboards.
 Television:25%
 Radio:20%
 Newspaper:20%
 Posters:13%
 PSI: 12%
 Billboards: 10%