Communication objectives: to increase awareness regarding abstinence and monogamous relations as the only method of prevention of HIV.
Manasa Madhusudan
Hindustan Latex Family Planning Promotion Trust (HLFPPT) wanted to do a Maharashtra Condom Social Marketing Programme. The objectives of this programme were the implementation of a generic condom promotion aimed at increasing the use of condoms in all non-regular partner sex encounters. The aim was to build capacities of retailers and NGOs for effective promotion, merchandising and distribution of condoms in high-risk areas and to pioneer innovations like customised condoms.
Communication objectives: to increase awareness regarding abstinence and monogamous relations as the only method of prevention of HIV. And to increase the use of condoms for HIV prevention in non-regular partner sex. Also, to reduce stigma surrounding providing and purchasing of condoms.
All vehicles of television, print and radio were used. This campaign was designed to educate the lower strata of Maharashtrian society on safe and responsible sexual conduct.
The insight was that the educator needed to be someone whom these men would listen to without feeling that they were being preached to. We therefore chose the Maharashtrian archetype of the unofficially elected ‘Bhau’ or elder brother (who men go to for advice and listen to in times of need).
This “Voice of God” character of ‘Bhau’ is now an omnipresent mnemonic across media. We got associated with the movie channel CVO and customised a special 35-second commercial in late-night movies.
Due to regulation, none of the movie channels were allowed to showcase adult content. However, we picked up a few titles that were scheduled for late-night airing and put the message in that. So, every time there was a love scene or a song that was likely to create some titillation among our target audience, there was a brief pause and the screen went black for a few seconds. And voice of ‘Bhau’ (dubbed by actor Nana Patekar) could be heard that said “Bhau bolta hai condom pehno, AIDS se bacho’ (Use condoms and be safe from AIDS).
We expect certain parameters to get fulfilled through this campaign like increase in proportion of partner reduction and decline in paid-sex activity because of preference for abstinence.
The author is business group manager, OMS, Mumbai
As told to Pritha Mitra Dasgupta
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