PSI India aims to raise AIDS awareness and promote condom use in major port cities through the "Operation Lighthouse" campaign. The campaign will feature Balbir Pasha, a fictional character, in mass media advertisements to change risk perceptions and social norms. Advertisements will portray real-life situations to encourage condom use and provide contact information for HIV/AIDS resources. Both mass media and interpersonal communication will be used to reach port workers, sailors, security personnel, truckers, sex workers, and the general community in order to reduce HIV prevalence in high-risk areas.

1. PSI India --- Will Balbir
Pasha Help Fight AIDS

2. Lukman Kresno O. 29110394
Yohanes De Deo Tedo 29110399
RonaldoBagus Putra 29110404
Anggi Fitrining Tyas 29110400
Wisnumurti Rahardjo 29110412

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6. Background

7. AIDS
(Acquired Immune Deficiency Syndrome or
Acquired Immunodeficiency Syndrome )
Is a set of symptoms
and infections (or:
syndrome) arising out
of damage to the
human immune
system caused by HIV
infection.

8. HIV
(Human Immunodeficiency Virus)
Virus that weakens the
immunity in the human body.
People affected by this virus
will become vulnerable to
opportunistic infections or
tumors susceptible.

9. Transmission can occur
through sexual intercourse
(vaginal, anal, or oral), blood
transfusion, contaminated
hypodermic needles, between
mother and baby during
pregnancy, childbirth, or
breastfeeding, as well as other
forms of contact with body
fluids.
HIV and similar viruses are
generally transmitted
through direct contact
between the skin layers
(mucous membrane) or the
bloodstream with a bodily
fluid containing HIV, such as
blood, semen, vaginal fluid,
preseminal fluid, and breast
milk.

10. Scientists
generally believe
that AIDS
originated from
Sub-Saharan
Africa.
Now that AIDS
has become a
plague. AIDS has
infected an
estimated 38.6
million people
around the world.

11. Estimated number of people living
with HIV/AIDS by country

12. 0
5
10
15
20
25
30
1982 1984 1986 1988 1990 1992 1994 1996 1998 2000
HIVFrequency(inmillions) Estimated Worldwide HIV Prevalence, 1980-2000
Sub-Saharan Africa
Asia/Pacific
Western Hemisphere

14. Provides life-saving products, clinical services
and behavior change communications
Working in partnership within the public
and private sectors
A leading global health organization with programs
targeting malaria, child survival, HIV, and reproductive
health
PSI Profile

15. PSI Story
1970
Nonprofit
NGO
First named as
Population
Services Inc
1972
Launched First
Family
Program to
Promote
Condom Use
as a Form of
Contraception
1973
The name
became
Population
Services
International
1987
Launching
Prudence
brand of male
condoms in
Congo
2002
Lauch mass-
media in
Zimbabwe
called “Studio
263”

16. PSI Programs in Africa
• Delay of Sexual Relations promoted to young
peopleAbstinence
• Promoted to Stable Couples as their first line
of defense against HIVMutual Fidelity
• Targeted at High Risk groups such as
commercial sex workers and othersCondom Use
• An intervention that historically resulted in
increased condom use and partner reduction
Voluntary Counseling
and Testing

17. AIDS in
INDIA

18. In 1986, the 1st case HIV/AIDS
in sex worker from the port of Chennai
In 2002, about 1% of 1 billion
India’s population observed potential disaster
In 2002, India was 2nd in the world
after South Africa with number
of people living with HIV/AIDS
HIV-positive Indians had now reached
almost 5 million

19. HIC/AIDS transmission in India

20. The driver of heterosexual transmission of HIV/AIDS
was increasingly younger and more sexually active
Indians
The majority of HIV infections 87.7%
were in the age group of 15 to 44 years
The ratio of male to female cases was 3:1
The ratio urban to rural cases was 8:1
Trends in transmission were toward greater female
and rural exposure to HIV

21. Indian states categorized by
prevalence based
1 High prevalence states
HIV prevalence rates exceeding 5% among high-
risk groups and exceeding 1% among antenatal
women.
2Moderate-prevalence states
HIV prevalence rates exceeding 5% among high-
risk groups but less than 1% among antenatal
women.
3Low-prevalence states
HIV prevalence rates less than 5% among
high-risk groups and less than 1% among
antenatal women.

22. Map of HIV Risk Group Severity by
Indian State
• Maharastra and Tamil Nadu
accounted for no less than
2/3 of India HIV/AIDS cases
(High prevalence states
categories)
• 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.

23. Affect to Rural Population
HIV also spreading to the rural population
through migrant workers and commercial
trucker
Cause : Less family interaction
Tend to visit prostitutes places while work and
finally bring it to their home

24. Sex workers said:
“You don’t need to tell me
about safe sex. I know all
about it. You need to go tell
the thousand of men out
there that come to women
like me. They hold up the
power. Go and talk to the
men about safe sex.”

25. HIV/AIDS TREATMENT AND
PREVENTION IN INDIA
1986-2002

26. •Founded in 1992 by the government
of India’s Ministry of Health
•Function : Coordinate treatment and
prevention activities at a national
level
•HIV Sentinel Surveillance program :
– Monitor disease prevalence
– Establishing the first voluntary
testing and counseling centers in
key areas around the country
– Modernizing blood Bank to prevent
HIV transmission via blood
transfusion
– Raising general awareness of the
disease
– Its prevention through the use of
condoms

27. Challenges to Raising Awareness of HIV
• HIV thought to be a disease only of those on
the fringe of society (sex workers, etc)
• Fearful public responses
• Public discussion about sex was not
acceptable because culture in India
• Variety language, social customs, cultural
norm

28. Program 1
AIDS Prevention and Control Project (APAC) in Tamil
Nadu
One of the first large-scale HIV prevention projects in INDIA to :
• 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

29. Price Comparison of Condoms : Social Marketing
versus Commercial
Brand Type of Distribution Approximate Unit
Price (in Indian rupees)
Deluxe Nirodh Social Marketing 0,4
Super Deluxe Nirodh Social Marketing 0,75
Masti Social Marketing 1,0
Thril Social Marketing 1,25
Kohinoor Commercial 3,33
Kama Sutra Commercial 4,50
Durex Commercial 7,0

30. National Statistic for Free Distribution and Sales of
Condoms in India via Social Marketing as well as Sales
of Masti and Nirodh Brand Condoms
Year Free
Distribution
Social
Marketing
PSI Masti
Brand
PSI Nirodh
Brand
1995-1996 891,22 162,92 13,97 27,41
1996-1997 685,85 263,25 25,91 29,96
1997-1998 741,70 324,42 40,52 17,27
1998-1999 660,76 348,74 48,93 38,23
1999-2000 674,36 477,74 60,49 24,10
2000-2001 627,42 465,43 74,23 16,38

31. Program 2
Prevention programs on the growing HIV/AIDS threat in
Mumbai, the capital Maharasta
Project Goals :
• Establish relationship with the
sex worker
• Build awareness of HIV/AIDS
and the health risks
associated with the disease
• Encourage preventive
behavior
• Demonstrate correct condom
usage when possible

32. That “day” came in 2000 when 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.

33. Operation Lighthouse

34. Operation Lighthouse
• Project to reduce HIV
prevalence in India’s 12
Major port Communities
• Port communities as a
convergence point for
many Indians at the
highest risk for
contracting the disease
and transmitting it to
others

35. Kandla
Mumbai
Vashi
Goa
Manglore
Cochin
Tuticorin
Chennai
Vizag
Paradeep
Calcutta
Haldia
Major Port Cities of India

36. Objective Goal
1
• Increased reported condom use among target populations
2
• Decrease number of sex acts with nonregular partner
3
• Incrase correct STI diagnosis and treatment among target populations
4
• Increased number of outlet providing condom
5
• Shift in the public environment so they able to talk frankly and intelligently about
HIV/AIDS)
6
• Significant policy about prevention, care, and support from port management

37. Research Studies in Operation Lighthouse
General attitude
and risk
perceptions of
AIDS
Current consumer
attitudes toward
sexual activity and
sexual partner
Triggers and
barriers to use
condom

38. HIV/AIDS Risk Perception (Survey)
Description Value
High personal risk perception with a sex worker. 74%
High personal risk perception with an unpaid (noncommercial) partner. 18%
HIV risk will not decrease 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 wit a high risk of HIV
 88% of men visiting sex workers claimed to have used of condoms

39. Barriers to the use of Condoms
• “She will sleep with me only and no one else”
• “If you know she doesn’t go to anyone else, don’t use condom”
Trusting/knowing a girl
• “Regardless of what you say, it reduces sexual pleasure”
• “Even we want to, we can’t use condom now”
Lack of pleasure
• “Look how good she looks. She’s not sick!”
She looks healthy
• “I will only get AIDS when I change my partners fast and have many partners”
Loyalty to one or two partners
• “If you want it now, you just want it…you won’t think of condom”
• Drinking Alcohol on a date and inconvenience of storing condom at home led
poor planning
Lack of preplanning

40. Campaign Objectives
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 populations and
opinion leaders in order to facilitate understanding and knowledge acquisition
To motivate people to access PSI’s HIV / AIDS Help Line and VCT services

41. BALBIR PASHA

42. 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.
Balbir Pasha

43. ISSUE….

44. Will Balbir Pasha help fight AIDS?

45. Analysis

46. Focus Issue
General AIDS awareness and diseases
risk perception/target particular
barriers to use of Condom/some
combination of both?
Scalability
How customized the first phase should
be to Mumbai’s language and culture?
Risky
Mass media was a risky investment
required high cost and no guarantee of
success.

47. Mass Media vs IPC Operations
MASS MEDIA IPC OPERATIONS
PROS Large coverage
Attractive
Cheap
Direct to the target
CONS Reach non target
Expensive
Take time longer
Required many new persons
Meet local culture
Although IPC Operations is cheaper and could be more efficient,
but PSI need instant action to stp the HIV / AIDS before it’s getting
worse, so mass media could be more effective to reduce HIV /
AIDS in India at this time

48. High STI / HIV Risk Status in Ports
Group Size
Informally Employed Port Workers 100.000 – 200.000
Sailors 20.000
Port Securitiy 4.000 – 5.000
Truckers and Helpers 200.000
Sex workers 70.000

49. Solution

50. Campaign
Use Mass Media and
a little ICP Operations
Use both AIDS
awareness and
barriers to use
condoms
The advertisement
• Print media
• TV, Radio
• On the spot activities
• AIDS awareness to make people
educated about AIDS
• Condom use to mitigate the
AIDS on people
• Many type of Balbir Pasha’s
advertisement with many
situation
• Played at night to decrease
probability that the
advertisement watched by kids

51. MASS MEDIA Communication Mix
Print media TV and Radio
Posters in Red Light Districs
Billboard near the Port
Print on the truck shelter
On the gas station
Advetisement about Balbir Pasha
Soap Opera in Television
Short stories on Radio
Movies about HIV / AIDS
Attitudinal Change
• Use simple words and real life situations
Change Social Norms
• Use Balbir pasha as the Icon of AIDS
Behavioral Change
• Always put the further contact of PSI’s HIV / AIDS Help Line and VCT
services

52. 1. Introduce Balbir Pasha as an icon of
AIDS.
2. Attack the attention of community
- Build print media of Balbir Pasha
especially around ports
- Advertisement of Balbir pasha on
TV and radio
Steps :

53. 3. Campaign activity :
Hire college students and high school students to
make the activities of HIV/AIDS Campaign:
- Free condoms around Red Light District
- Free shirts written “Will Balbir Pasha Get AIDS?”
- Condoms for women
Balbir Pasha advertisement must available in
indoor and outdoor places
Increase entertainments in Truck shelter and Ports
(ex:adding Television)
Create Balbir Pasha advertisement on TV that
change HIV / AIDS Risk Perception
Always gives PSI’s HIV / AIDS Help Line and VCT
services on every advertisement

54. Balbir Pasha Advertisement
Balbir Pasha love Shireen so much and used to have sex only
with her, but Balbir Pasha doesn’t know that Shireen is also
have sex with another guy. Will Balbir Pasha get AIDS?
Balbir Pasha usually have sex with condoms, but one day he
got drunk and have sex with someone he didn’t know
without using a condom. Will Balbir Pasha Get AIDS?
Balbir Pasha have sex with his new working partner. His
partner looks so healthy and shiny. Suddenly his new
partner’s boyfriend died because of AIDS.
Will Balbir Pasha Get AIDS?

55. Balbir Pasha Post-Advertisement
Flashback of what Balbir Pasha did and then Balbir
Pasha suffer AIDS and get his life so bad with
unstoppable sickness. But suddenly he woke up and he
recognize that it was only a dream and he feel safe
because he always bring and use condoms

56. Conclusion

57. Balbir Pasha will help against AIDS
if Balbir Pasha can communicated
properly
PSI’s communication should shoot
about general AIDS awareness and
disease risk perceptions and also
about using condom.

59. आपको बहुत बहुत धन्यवाद