Attitude Change

Strategy PSI
India
Group 8
Aria Ananda (29120418)
Rifqi Faiz Argiansyah (29120520)
Rizqi Ghani Faturrahman (29120382)
Talitha Assyura (29120506)
Putri Puspa (29120445)
 TABLE OF CONTENT
01 PSI Company Profile 04 Marketing Mix
Strategy

02 HIV/AIDS in India 05 Conclusion

03 HIV/AIDS Risk Perception

 Overview
★ Over the past 10 years, PSI had worked to educate sex workers in Mumbai about HIV
and significantly lower the transmission rates that resulted from the use of condoms.
★ To reach as many sex workers in the district as possible, PSI employeed a group of 55
Interpersonal Communicators, or IPCs to personally carry its safe-sex message.
★ Fictional character, “Will Balbir Pasha get AIDS ?” attracting target audience to question
their own behavior, encouraging people to call the HIV helpline for information
★ Operation Lighthouse-an effort funded through a grant from the U.S. Agency for
International Development (USAID)
★ A key aspect of Operation Lighthouse would be the development of novel
communication programs Campaign using Balbir Pasha to be more safe in sex activities.
Free condoms in risky area,
make shirts with tagline “Will Balbir Pasha Gets AIDS?”. Massive advertisement of Balbir
Pasha, always gives PSI’s HIV / AIDS Help Line and VCT services on every advertisement
01
PSI COMPANY
PROFILE
 The Global HIV/AIDS Epidemic
Disease Origin & Epidemiology
★ HIV/AIDS occured in July 1981
★ Robert Gallo of the U.S National Cancer
Institute confirmed that HIV causes AIDS.
★ Beginning 2002 more than 60 million
people had been infected with HIV worldwide,
including 21 million AIDS-related deaths.
★ AIDS now represented the fourth leading
cause of death globally.
★ sub-Saharan Africa was home to 70% (28.5
million) of those living with HIV/AIDS globally.
Global Spending on Treatment & Prevention
★ HIV/AIDS treatment and prevention programs had
grown from merger beginnings to a full-fledged
worldwide effort in the early twenty-first century.
★ Three funding strategies :
● Bilateral -> bilateral assistance consisted of direct
funding from a donor country to specific
program in a developing country
● Multilateral -> donor funds were channeled through
multilateral agencies such as
UNAIDS, the World Bank
● Philanthropic -> estimated HIV/AIDS giving to both U.S
and global HIV/AID
 PSI Company Profile
History:

★ NGO based in Washington, D.C

★ Founded in 1970 under the name Population Service, Inc. -> 1973 the
name was officially changed to Population Services International.
★ Early work was centered on family-planning projects aimed at
reducing unplanned or unwanted pregnancies in developing nations
around the world -> providing improved access to modern
contraception tools such as condoms as well as providing education
about natural or noncontraceptive techniques.
Personnel:

★ PSI recruited personnel from private-sectors companies that sold, among other products,
soft drink, toothpaste, cosmetics, and pharmaceuticals as well as from advertising agencies
and management consulting firms
 PSI Marketing Strategy

Social marketing -> the way PSI applied the ideal of commercial marketing to address
societal problems.

★ PSI’s first family-planning program was launched in Kenya 1972 -> focused on
marketing of a single condom brand in order to promote condom use a form of
contraception.
★ The approach had proven an effective means of triggering the behavioral change
required for condom adoption.
★ Evolved its approach to social marketing to focus on additional concerns of public
health (malaria, safe water, iodized salts, multivitamins, HIV/AIDS)
 Targeting HIV/AIDS in Africa
Starting Point: Scope:
★ In 1987, PSI began against the rising HIV/AIDS epidemic in ★ PSI had extended its efforts to
Africa by launching the Prudence brand of male condoms more than 30 countries across
in the Democratic Republic Congo west, central, and southern
Africa.

Mass-Media:
★ Viewers could follow the
characters as they confronted
and reacted to situations
related to HIV/AIDS without
overtly referring them or
appearing too preachy
★ Viewers could experience the
positive and negative
outcomes before affected
them in real life.
02
HIV/AIDS IN
INDIA
 HIV/AIDS in India
Disease Prevalence and Routes of Transmission
★ In 1986, the first case of HIV/AIDS discovered in ★ The number of HIV-positive Indians had
India was that of a sex worker. now reached almost 5 million.
★ The disease was predominantly
transmitted in India through:
 HIV/AIDS in India
Disease Prevalence and Routes of Transmission (cont.)

HIV prevalence among high-risk segments of the

population was assessed by sampling (via blood test):
★ The overwhelming majority of HIV
infections (87.7%) were in the age group
of 15 to 44 years old.
★ The ratio of male HIV/AIDS cases to
female cases was 3:1.
★ The urban rural ratio was 8:1.
★ HIV also was spreading by migrant
workers and truckers.
★ Individuals visiting clinics for sexually
transmitted diseases (STDs)Clinics for men
having sex with men (MSM)
★ Drug-addiction treatment centers for
intravenous
drug users (IDUs)
★ Testing sex workers in select urban centers
such as Mumbai
★ Mothers attending antenatal clinics (ANCs)
were tested for HIV as a proxy for the general
population
 HIV/AIDS Treatment & Prevention in India
1986 - 2002

NACO early efforts were primarily focused on establishing the HIV Sentinel
Surveillance program to:
➔ Monitor disease prevalence

➔ Establishing the first voluntary testing and counseling centers in the key areas
around the country

➔ Modernizing blood banks to prevent HIV transmission via blood transfusion

➔ Raising general awareness of the disease and of its prevention through the use of
condoms
PSI saw the following challenges to raising awareness of HIV in India in the early
1990s:

➔ To most Indians, there was at first an inherent denial that HIV/AIDS could affect them
since it was thought to be a disease only of those on the fringe-principally sex workers,
MSM, and IDUs.

➔ Similar to the fearful public response in the U.S. and other countries in the 1980s, a
backlash against those infected with disease was not uncommon and thus had a chilling
effect on the desire of many individuals to be tested for HIV or seek treatment.

➔ While intensive efforts were made to promote awareness of HIV/AIDS, public discussion of
sex was not socially acceptable in the outwardly conservative culture of India.

➔ It was difficult to raise national awareness of HIV/AIDS in India because almost every state
in the country possessed its own language or vernacular, social customs, and cultural
norms.
 HIV/AIDS Treatment & Prevention in India
1986 - 2002
● One project in the 1990s that appeared to be having
success in raising HIV/AIDS awareness was the AIDS
Prevention and Control Project (APAC) in Tamil Nadu.
● The first large-scale HIV prevention projects in India
to focus on high-risk transmitted of HIV, specifically
by:
★Introducing and reinforcing preventive behavior
★Promoting the sale and use of condoms
★ Promoting other safe-sex practices
★ Enhancing STD services and counseling
● PSI used a modest amount of funding from the Ford
Foundation to create a small team of 10 to 15 IPCs
who spent the majority of their time working with
sex workers within Mumbai’s red-light district.
● Project goals were:
★To establish relationships with sex workers
★To build awareness of HIV/AIDS and the health
risk associated with the disease
★ To encourage preventive behavior
★To demonstrate correct condom usage
● NACO launched the Second National AIDS Control
Program (NACP-II) with funding from the World
Bank, USAID, and the British Department for
International Development, among others
● The program directed a third of the roughly $300
million in the funding to targeting sex workers,
migrant workers, truckers, and other high-risk
groups.
 Operation Lighthouse
Objectives of Operation Lighthouse
Project Operation Lighthouse is an
Obj 1 Increased reported condom use among target populations
ambitious program to reduce HIV
prevalence in India’s 12 major port
communities. Obj 2 Decreased number of sex acts with nonregular partners
For High-risk groups:
❖ Various types of port workers
❖ Sailors Obj 3 Increased correct STI diagnosis and treatment among target populations
❖ Truckers
❖ Sex workers
The core of Operation Lighthouse was to Obj 4 Increased number of outlets providing condoms and other HIV/AIDS
be the creation of targeted products and services available where and when the target populations
need them
behavior-change communications
focused on high-risk male workers
Obj 5 A shift in the public environment that makes it more common for those
associated with the ports and related
most at risk and the general populations to talk frankly and intelligently
industries supported by condom social
marketing in each port about HIV/AIDS

Obj 6 Significant policy and perspective shifts toward prevention and care and
support from port management
03
HIV/AIDS RISK
PERCEPTION
 HIV/AIDS Risk Perception

★ High personal risk perception with a sex

worker (74%)
★ High personal risk perception with an
unpaid (noncommercial) partner (18%)
★ High risk will not decrese with
expensive sex worker (52%)
★ Hiv risk will not decrease with healthy
sex worker (34%)
★ HIV risk will not decrease with
inconsistent condom use (43%)
Belief that HIV was viewed as a disease
affecting only certain groups at the fringe of
Indian Society like sex worker, Perception that
prostitute were associated with a high risk of
HIV, 88% of men visiting sex worker claimed
to have used of condoms.
 Barriers to use of Condoms
Trusting/knowing a girl: Loyalty to one or two partners:

★ She will sleep with me only and no one else
★ If you know she does not go to anyone else, don’t
use condom
Lack of Pleasure:
★ Regardless of what you say, it reduce sexual
pleasure
★ Even we want to, we can’t use condom now
She looks healthy:
★ Look how good she looks, She’s not sick
★ I will only get AIDS when i change my
partners fast and have many partners
Lack of preplanning:
★ If you want it now, you just want it, you
won’t think of condoms
★ Drinking Alcohol on date and
inconvenience of storing condom at
home led poor planning
04
MARKETING
MIX STRATEGY
 Development of Communication Strategy

★ To increase the perception of HIV / AIDS

risk from unprotected sex with nonregular
partners by personalizing the message and
creating emphaty through identifiable
real-life situations
★ To generate discussion about HIV / AIDS
among the target population and opinion
leaders in order to facilitate understanding
and knowledge acquisition
★ To motivate people to access PSI HIV / AIDS
Helpline and VCT services
Will Balbir Pasha
help fight AIDS ?
Fictional character, “will Balbir Pasha
get AIDS ?” attracting target
audience to question their own
behavior, encouraging people to call
the HIV helpline for information
Campaign with MASS MEDIA Communication Mix
● PSI India is targeting high risk male workers associated with port and related industries.
Mass Media Campaign could be good option to get attention of the target segment and
also deliver the campaign message.

● The fictional character Balbir Pasha is good to support the mass media campaign for
creating awareness. The unique character can be easily recognized. The tagline “ Will
Balbir Pasha Get AIDS?” is also quite catchy and easy to understand.

● Since the target market is workers associated with port, Billboards can be prioritized to be
the primary media followed by Television and Radio. The workers spends a lot of time on
the specific area so that the billboard near the area would be effective.
Campaign with MASS MEDIA Communication Mix
Print Media
● Billboard near the Port
● Posters in Red Light
District
● Print on the truck shelter
● On the gas station
TV and Radio
● Advertisement about
Balbir Pasha
● Short stories on Radio
● Movies about HIV / AIDS

Balbir Pasha
Introduce Balbir Pasha as an icon of AIDS
To get attention of community
● Print media of Balbir Pasha especially around ports
● Advertisement of Balbir Pasha on TV and Radio

Campaign using Balbir Pasha to be more safe in sex activities. Free

condoms in risky area, make shirts with tagline “Will Balbir Pasha Get
AIDS?” Massive advertisement of Balbir Pasha, always gives PSI’s HIV /
AIDS Helpline and VCT services on every advertisement
05
CONCLUSION
 Conclusion
★ Balbir Pasha will help against AIDS if Balbir Pasha can
communicate properly,

★ People will know Balbir Pasha as a character to fights

against HIV / AIDS because that fictional character
relevance with Mumbai language and culture

★ PSI’s communication should give information about

general AIDS awareness and disease risk perception and
also about using condoms.
THANK YOU
Any Questions