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PSI INDIA : WILL INDIA FIGHT AGAINST HIV/AIDS

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MADE BY: Bindia A22 Priyanka A20 Vishal A07 Arvind B58 Arunima A19

ORIGIN OF DISEASE

In July 1981 the first major recognition of HIV/AIDS occurred The New York Times reported an outbreak of rare form of cancer known as Kaposi Sarcoma among gay men in Los Angeles California In first year 1600 cases were diagnosed, with nearly 700 deaths The U.S Centers for Diseases Control established four primitive risk factors for AIDS:

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homosexuality

CONTD

In 1984, Luc Montagnier of Frances Pasteur Institute successfully isolated what was later called the human immunodeficiency virus (HIV) In 1985, Robert Gallo of the U.S National Cancer Institute confirmed that HIV caused AIDS By 2002 more than 60 million people had been infected with HIV worldwide, including 21 million AIDS related death Now Aids was 4th leading cause of death globally 4/18/12

Distribution of HIV

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PSI BEGINNING

PSI was a nonprofit NGO based on Washington, D.C founded in 1970 under the name population Service, Inc In 1973 the name was officially changed to Population Services International A leading global health organization with programs targeting malaria, child survival, HIV & reproductive health Working in partnership within the public and private sectors Provides life-saving products, clinical 4/18/12 services and behavior change

Targeting HIV/Aids in Africa

In 1987, PSI began its efforts against the rising HIV/AIDS epidemic in Africa Launched the Prudence brand of male condoms in the Democratic Republic of Congo Mass media efforts through traditional print and TV advertisement of PSI branded products Non traditional efforts were also taken by PSI PSI programmed focused on
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HIV/AIDS IN INDIA

In 1986 HIV First case discovered in Sex worker from Chennai 1% of population,1 billion affected by HIV/AIDS in 2002 No 2 in the world after South Africa 87.7% of HIV infections were in the age group of 15 to 44 years The ratio of 3:1 The ratio of
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male cases to female cases urban to rural


8:1

HIV/AIDS TRANSMISSION IN INDIA

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INDIAN STATES CATEGORIZED PREVELANCE STATES


1 High prevalence states HIV prevalence rates exceeding 5% among high-risk groups and exceeding 1% among antenatal women. 2 Moderate-prevalence states HIV prevalence rates exceeding 5% among high-risk groups but less than 1% among antenatal women. 3 Low-prevalence states HIV prevalence rates less than 5% among high-risk groups and less than 1% among 4/18/12

HIGH RISK GROUP

Maharashtra and Tamil Nadu accounted for no less than 2/3 of India HIV/AIDS cases Mumbai contained the largest concentration of HIV infections The total number of people in India could skyrocket to 35 million over the next five years
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HIV/AIDS TREATMENT AND PREVENTION IN INDIA: 1986-2002

NACO (National AIDS Control Organization) was created in 1992 by the Government of Indias Ministry of Health to coordinate treatment and prevention activities at a national level

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CHALLENGES

Challenges faced by PSI while creating awareness Denial of HIV/AIDS affect them Fearful public response Effort to promote awareness about HIV/AIDS was not socially acceptable

Difficult to raise awareness due to different language, social customs and 4/18/12 cultural norms

PROGRAMMES
1 AIDS Prevention and Control Project (APAC) in Tamil Nadu

Focus on high-risk transmitters of HIV Specifically by introducing and reinforcing preventive behavior Promoting the sale and use of condoms Promoting other safe-sex practices Enhancing services and counseling

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CONTD
2 Prevention programs on the growing HIV/AIDS threat in Mumbai, the capital Maharashtra

Establish relationship with the sex worker for creating awareness Build awareness of HIV/AIDS and the health risks associated with the disease Encourage preventive behavior Demonstrate correct condom usage when possible

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CONTD

In 2002, NACO launched the Second National AIDS Control Program (NACP-II) funded by the World Bank, USAID, and the British Department for International Development, among others. PSI soon drafted a proposal to USAID for funding of an ambitious program intended to reduce HIV prevalence in Indias 12 major port communities.

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OPERATION LIGHTHOUSE

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HIV/AIDS prevention behavior change with an integrated and intensive approach that has produced improvements in behavior, attitudes and knowledge among high risk men

OPERATION LIGHTHOUSE OBJECTIVE

Increased reported condom use among target populations Decreased number of sex acts with nonregular partners Increased correct STI diagnosis and treatment among target populations Increased the availability of condom in outlets Environment shifting so they able to talk frankly and intelligently about HIV/AIDS

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OBSTACLES TO SAFE SEX PRACTICES belief that Trusting/knowing a girl - the


condom use is not necessary if the partner has few or no other sexual partners

2 3

Lack of pleasure - the belief that condom reduce sexual pleasure She looks healthy - the belief that physical appearance is a sign of whether or not a partner has an STI

Loyalty to one or two partners - the belief that having only one or two regular partners a time was often viewed as a 4/18/12 risk low

CAMPAIGN OBJECTIVE

1 To increase the
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CONTD
The instructions in the communications brief included the following three guiding principles:

Dont preach No finger wagging Communication should be nondidactic or should not appear as though they are teaching

The brief was sent to Lowe Lintas, Chaitra Leo Burnett, and Ogilvy & Mather, as well 4/18/12 as several lesser-known agencies

BALBIR PASHA

A fictional character Started with teasers asking, Will Balbir Pasha get AIDS? The next phase conveyed key messages on HIV that would cause the target audience to question their own behavior Encouraged people to call the HIV helpline for information

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KEY ISSUES

FOCUS ISSUE General AIDS awareness and diseases risk perception /target particular barriers to use of Condom/some combination of both? RISKY Mass media was a risky investment required high cost and no guarantee of success

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STRATEGY

Choose mass media campaign Launch mass media campaign in several stages Two type of communication mix adopted: BTL Put the message in red light district In bus shelters and its bus, train station and its train

a. .

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CONTD
b. .

ATL Commercial break in television and cinema Soap opera in television Independent movie about HIV/AIDS Broadcast on radio

. . .

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CONCLUSION

Balbir Pasha will help against AIDS if Balbir Pasha can communicated properly with Mumbais culture PSIs communication should combination of general AIDS awareness and disease risk perceptions and particular barriers condom use

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