Communication Plan to create awareness on Rights of AIDS Affected People, AIDS Control,

and Support from the Government.

A Presentation by Phaneendra, Communication Consultant

OBJECTIVE Reverse or halt the HIV epidemic by 2012

THE PROGRAMME Third Phase of NACP-III

CHALLENGE To reverse or halt AIDS, one has to cross the debate barrier and reach a maturity level where HIV Test is as common as a

general medical examination

SOLUTION Take the campaign to next level

from “Break the silence”

Use simple communication vehicles and common means that increase the recall value; unlike a publication or a TVC that hardly stays

long in the memory of people

STRATEGY

• CARE - Be positive: Move from being HIV-positive to being Positive with HIV

• KNOW - What brings you AIDS and what doesn’t

• PREVENT - When you know it, you can do it

• CURE - Antiretroviral treatment (ART) can suppress HIV – the virus that causes AIDS

MESSAGE - 1

“Respect the HIV-affected. Protect their rights.”

A succession to “speak out”

ACTIVITY

• VISIBILITY- Make the symbol, the Red Ribbon strikingly visible at every possible place, letting the common man talk/think about it in day to day activity

• ACCESSIBILITY - Change the attitude of people towards the HIV affected: through effective communication and its recall, make people think that it is a common issue like any other disease

Irrespective of your HIV Status, you deserve the services of people and organisations.

Like any other individual, you have every right to use things.

SAMPLE COMMUNICATION VEHICLES

“I serve Puli Raja. Do you?”

*Puli Raja is a well-known mnemonic and it’s penetration was tremendous. However, its usage has been avoided here.

MESSAGE - 2

“Respect your family. Protect yourself from catching and transmitting HIV.”

ACTIVITY

• ENCOURAGE - Deliver communication material and messages that

> motivate people, who doubt of their HIV chances, get diagnosed immediately

> Follow protective methods for a healthy life

• ENGAGE - Address the friends, well-wishers or family members of an HIV affected person to support him/her in getting the HIV test done

Don’t hesitate to have an HIV Test. It protects you and your family.

SAMPLE COMMUNICATION VEHICLES “Hiding means spreading”

Escape from AIDS – not from the test. Hiding your HIV status is nothing but spreading AIDS.

MESSAGE - 3

“Your Government Respects your rights. Protects your future .”

ACTIVITY

• LOCATION - Publish and highlight Government’s Support Centers and promote the “Stop AIDS”

movement

• DELEGATION – The Government’s delegation for health insurance, ART medicines, condom availability, mobile testing, nutritious food, counseling, etc.

Mee Nestam. A true friend to rely on.

A real support to fight AIDS.

SAMPLE COMMUNICATION VEHICLES “STOP it right away”

We nullified several infections and diseases earlier. Let us rededicate and STOP AIDS NOW.

Call us for Voluntary HIV Test.

1012 T O L L F R E E

H I V C A R E

*Imaginary telephone number

I Stop. Do you?

I don’t want to take

a chance again!

Stop worrying, Start living.

Group Health Insurance for the HIV-affected!

I Stop. Do you?

I Stop. Do you?

ART 28/798 Your nearest Anti Retroviral Therapy Center: #114, T.K.Pally, Tirupati, Chittoor District Tel:

Doors are not closed yet! HIV Positive is not AIDS. Call us at 1012 or SMS HELP to 4444 for immediate support.

I Stop. Do you?

*Imaginary contacts

Please Note The communication vehicles shown above are meant for conveying the message. We can adapt them to any preferred medium to run a campaign and thus maintain the uniformity across the board.

PREFERRED MEDIUM Communication Vehicle- ATL

Adaptability of the above messages and usage of Mainstream Media

Print ads and health columns

Advertisement / Radio Jingles

Scroll, Television Commercial or a video clipping

Banner-ads, AdWords and Business articles in relevant and leading Websites

PREFERRED MEDIUM Communication Vehicle- BTL

Messages and Below The Line communication

Utilities like Gas Cylinder, Water Cans; Listings and Directories

PPP

Pamphlets

E-Mailers or Direct Mails

Bulk SMS

PREFERRED MEDIUM Communication Vehicle- OOH

Out of Home

Billboards/Hoardings

Vinyl Posters on Bus Stops and Foot-over bridges

Cinemas, RESPECT-PROTECT Stickers/Boards for schools, vehicles, shops, local Government bodies

Median poles

Km-Guideposts for ART Centers

Automobile & Bus Advertising; inflatables/blimps

Thanks for your attention!

asandwhen CORPORATE COMMUNICATIONS and BRAND MANAGEMENT