AIDS Control Phase II_asandwhen; MAY 2009
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Transcript of AIDS Control Phase II_asandwhen; MAY 2009
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Communication Plan to create awareness on Rights of AIDS Affected People, AIDS Control,
and Support from the Government.
A Presentation by Phaneendra, Communication Consultant
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OBJECTIVE Reverse or halt the HIV epidemic by 2012
THE PROGRAMME Third Phase of NACP-III
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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
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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
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MESSAGE - 1
“Respect the HIV-affected. Protect their rights.”
A succession to “speak out”
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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.
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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.
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MESSAGE - 2
“Respect your family. Protect yourself from catching and transmitting HIV.”
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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.
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SAMPLE COMMUNICATION VEHICLES “Hiding means spreading”
Escape from AIDS – not from the test. Hiding your HIV status is nothing but spreading AIDS.
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MESSAGE - 3
“Your Government Respects your rights. Protects your future .”
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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.
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SAMPLE COMMUNICATION VEHICLES “STOP it right away”
We nullified several infections and diseases earlier. Let us rededicate and STOP AIDS NOW.
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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?
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I don’t want to take
a chance again!
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Stop worrying, Start living.
Group Health Insurance for the HIV-affected!
I Stop. Do you?
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I Stop. Do you?
ART 28/798 Your nearest Anti Retroviral Therapy Center: #114, T.K.Pally, Tirupati, Chittoor District Tel:
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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
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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.
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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
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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
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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
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Thanks for your attention!
asandwhen CORPORATE COMMUNICATIONS and BRAND MANAGEMENT