A communication strategy for prevention of HIV/AIDS in Tamilnadu (2005)

1. Care, Concern & Contract
Contract Advertising Strategy Presentation
to
APAC
May 15, 2005
Chennai

2. Our lineage
• Member of JWT network, a WPP company
• 19 years of being on the top of Indian advertising
• Respected equally amongst the lateral and linear
• Mumbai, Delhi, Bangalore & Chennai – ONE AGENCY
C o n tr a c t A d v e r t is in g
A d v e r t is in g
iC o n t r a c t
D ir e c t M a r k e t in g
D e s ig n s u t ra
I d e n t it y & P a c k a g in g
C o n t ra c t H e a lth
H e a lth C a re
C o r e C o n s u lt in g
B r a n d C o n s u lt in g
C o n tr a c t A d v e r t is in g
I n t e rg r a t e d C o m m u n ic a t io n s A g e n c y

3. Areas of proficiency
C o n tr a c t A d v e r t is in g
A d v e r t is in g
D R A d v e r t is in g
D a t a b a s e M a r k e t in g I n t e rn e t M a r k e t in g
D ig it a l A s s e ts iP r o m o t io n s
iC o n t r a c t
D ir e c t M a r k e t in g
D e s ig n s u t ra
I d e n t it y & P a c k a g in g
C o n t ra c t H e a lth
H e a lth C a re
C o r e C o n s u lt in g
B r a n d C o n s u lt in g
C o n t ra c t A d v e r tis in g ( I ) L td
I n t e rg r a t e d C o m m u n ic a t io n s A g e n c y
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• Practice beyond intent • 70+ brands;230+ people
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4. Our Mission
“To use our understanding of Consumers to help Brands build
long term value and achieve short term sales using an
Integrated Communications solutions”

5. Planning Head
Vice President
Junior
Copywriter
Films Team
CRM Supervisor
Junior Art
Director
Junior
Copywriter
Junior Art
Director
Commercial
Admin.
Assistant
Associate Account Dir.
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Supervisor
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Executive
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Group Head
Associate Account
Director
Vice President &
Creative Head
Malini Venu
Studio Manager
Creative
Director
Creative
Director
Design
Supervisor
Junior
Operator
Production
Executive
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Operator
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Operator
Paste up
Artist
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Copywriter
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Director
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Copywriter
Senior Art
Director
Design
Executive
Vice President &
Branch Head
Bimal Nair
ORGANISATION
CHART

6. Our Clientele
Start up Co. brands
– NIIT
– Shoppers Stop
– Himalaya Drug Co.
– LG Care
Pharma Brands
– Novo Nordisk
– Orgenon
– USV
– Dollar Pharmaceuticals
Concept Brands
– Louis Philippe
– Disney Channel
– Way2Wealth
– Odyssey
Response brands
– Dominos
– Oracle
– PSI – Sadhan Helpline
– LifeCell

7. HIV/AIDS Prevention - APAC/VHS Initiative
• Understanding APAC/VHS scope document – with
specific reference to TN
• Profiling the most vulnerable groups
• Communication Strategy
• Creative Execution

8. Our understanding of the scenario
• Number of Indians living with HIV increased by 500,000 in
2003 to 5.1 million.
• Around 38 % of these people were women. (NACO estimate)
• Total AIDS cases reported in India were 87,596 of whom
24,504 were women. And 37% of reported AIDS cases were
diagnosed among people under 30. (November 2004, NACO)

9. Our understanding… ( Contd.)
• India's adult HIV prevalence will peak at 1.9% in 2019.
• During 2000-15, the UN projects 12.3 million AIDS deaths and
49.5 million deaths during 2015-50 making India the largest
infected country in the world.
• New infections rising in women from ages of 15 to 49
accounts for nearly 40% of the total number of estimated
cases
• The prevalence rates among women attending ante-natal
clinics over 1%

10. Our understanding… ( Contd.)
• Heterosexual transmission is the main mode of transmission
• HIV infections in India have moved from “vulnerable groups”
(truckers, CSWs, migrant laborers) to the “general population”.
(Cause for alarm)
• In TN and Maharashtra, the spread of HIV among CSW show
an increase from 1 to 3% in the late 80s to 45% in the early
90s and estimated to be over 50 to 60% today!

11. Vulnerable group - 1
The Commercial Sex Worker (CSW)
• An estimated 2.3 to 8 million CSWs in India.
• Most CSWs earn an average of less than Rs. 100 a day
• And therefore extreme poverty is an overriding factor
• Kannamma, aged 23 with a two-year-old infant is a sex
worker in Salem.
• Dealing with cops brandishing lathis and pimps who haggle
with her earnings, it is difficult for her to just survive and make
do with bare essentials.

12. Commercial Sex Workers
• Sex workers remain disproportionately affected with
prevalence rates ranging from 40 to 60 per cent in some parts
of the country.
• Sex workers insist on the usage of condoms intermittently and
hope for the best in avoiding the infection.
• Safe sex is compromised by coerced sex with criminals,
drunks, and police.

13. Sexual Behavioral Patterns
• Awareness of HIV/AIDS is almost universal with more than
90% of sex workers having heard of AIDS.
• Knowledge of transmission and prevention methods ranging
from 80 to 90%.

14. Sex workers and their issues
• Inaccessible services to public services like ration, gas, etc.
• Seek treatment for their ailments through quacks and
neighborhood clinics.
• Public sector facilities though free perceived as poor quality
and discriminatory
• Apathy in government health services and private sector are
refusing HIV positive patients.
• Most of PHS are understaffed, ill equipped and insensitive.

15. Sex workers and their issues (Contd.)
• Access to condoms: Sex workers mostly rely on clients or
purchase them from chemists.
• Free condoms from government and donors are declining and
cost of condoms are inhibitive to usage as compared to what
they earn.

16. Sex workers and their issues (Contd.)
• Prostitution and law: According to immoral trafficking
prevention act of 1986, prostitution per se is not criminal but
the procurement of workers and establishment of brothels are.
• Law frequently misused by the cops.
• Police raids on prostitution often involve manhandling,
beating, sexual coercion and extortion of sex workers.
• Over 70% of sex workers had been beaten by the police and
more than 80% arrested without evidence.

17. Specifics in Tamil Nadu
• In Salem and Namakkal districts (the trucking capital in TN),
most sex workers are highway based.
• Majority have some schooling, are married, have children and
either living with or separated from their husbands. Household
debt, abandonment by husband and responsibility for children
are the main reasons that many enter the profession

18. Specifics in Tamil Nadu (Contd.)
• In TN, condom use with regular partners (40%) is lower than
paid clients (90%)
• The problem lies in the struggle they face in convincing their
regular partners to use condoms.
• Many rationalize that trust, desire for companionship and
children make it difficult for them to insist on condom use with
their regular partners.
• Sex workers demand condom use with random clients while
they have less power to negotiate safe sex with their regular
partners.

19. Vulnerable group – 2 - Truckers
• India has an estimated 2 to 5 million long distance truck drivers and
helpers
• A study published in 1999 showed that 87% of the drivers had
frequent and indiscriminate change of sexual partners, and only
11% of them used condoms although their knowledge of AIDS was
fairly high.
• Selva, 31, is a truck driver from Madurai. Married with two children,
sees family once in three months
• Driving for over 12 hours a day, eating at roadside stalls, he does
frequent sex workers when he is lonely and wants to fulfill his sexual
urges

20. Sexual Behavioural Patterns
• Awareness of HIV / AIDS is fairly high.
• But there has been a very low behavioral shift, which could
be attributed to circumstances like unavailability of condoms,
sex during a drunken state or just mental frame of mind.

21. The General population
Potentially the third vulnerable group:
• Teenagers in Urban areas
• Rural Youth
• Homosexuals

22. Sexual behavior patterns
• Sex is first thing on mind as a teenager – protected or
unprotected as the circumstance may force him / her to be.
• Media has great influence on their sexual libido and to be
“sexy” is top of mind.
• Rural youth has very limited exposure to knowledge and
repercussions and accessibility to condoms
• Homosexuality is on the rise and it is highly difficult to reach
them as a niche.

23. NGOs and hiccups
• Problem in identifying sex workers because many are “flying
sex workers” (so targeted intervention is a problem).
Especially in TN, prostitution is not brothel based.
• Poor, ineffective, and discriminatory service delivery in the
context of creating a demand for STI services through IEC,
STI, and condom promotion.
• Public health infrastructure needs a lot of beefing up

24. Issues
• The vulnerable groups have awareness of HIV / AIDS but are
not threatened – therefore not reacting
• The General population is aware, reacting too in certain
circumstances, but not always and are therefore exposed to
unsafe sex at times.

25. Key Take
Awareness -> Knowledge -> Risk Perception has
not led to Behavioral Change

26. Communication task
The communication must focus on:
The factor of the severity of the epidemic to ensure
ACTION than just knowledge.

27. Thompson Total Branding Tool

28. Whom do I appeal to most – Who am I
talking to?
• To people of whom the fear of repercussions does
not inhibit the choice of sexual partners

29. Why will they find me appealing – why
would they listen to me?
• Because without judgment I accept their need to
behave the way they do

30. How am I different?
• I make society accept “carrying condoms” as the
smarter thing to do
• I elevate masturbation into a fun and macho thing.

31. What relationship will I have with him /
her?
• I am their “Common Sense”
– Nothing I say, you don’t know anyways

32. What is my personality?
• I am like my audience
– Vikram
– Rani Mukherjee
– Tom Hanks
• I am not preaching. I am an opinion leader and I do
not pass judgments.

33. How do I express myself?
• Simple
• Colloquial
• Rustic and earthy
• Non-verbal
• Metaphoric

34. Vision Focus
“Guilt-free Sensibility”

35. Creative Execution - 3 routes
enclosed

36. Thank You