Created by MBA ITB 46A

1. Syndicate 5 :
*Ria Agustriana 29111321
*Agung Mahendra 29111324
* Rangga Tri Raeros 29111314
* Joseph Enrico 29111349
* Karina Soedjati 29111309

2. What?
Disease of the human immune system
caused by the human
immunodeficiency virus (HIV).
Why?
Virus that weakens the immunity in
the human body. People affected by
this virus will become vulnerable to
opportunistic infections or tumors
susceptible.
How ?
a. Unprotected sexual intercourse
with an infected patner
b. Vertical transmision
c. Injection drugs use

3. Estimated Worldwide HIV Prevalence, 1980-2000
40
35
30
25
20
15
10
5
0
1982 1984 1986 1988 1990 1992 1994 1996 1998 2000
Sub-Saharan Africa Asia/Pacific Western Hemisphere

4. Profile
Nonprofit NGO founded in 1970 based in Washington DC under
the name Population Inc.
In 1973 the name was officially change to Population Services
International, and the new name was beffiting of the Organization
The mission of PSI is to measurably improve the health of poor
and vulnerable people in the developing world, principally
through social marketing of family planning and health products
and services, and health communications. *
It had also concern of public health, included malaria, safe
water, iodized salts, multivitamins, and HIV / AIDS
* Source : http://www.psi.org/about-psi/mission

5. Programs
•1972 - Promote condom use as a form of
contraception (launch in Kenya)
•1987 – Launch Prudence brand of male
condom in Congo Republic
•2002 – Launch “Studio 263”, a soap opera
series in Zimbabwe
Africa PSI Programs primarily focused on :
•Absistency (Delay of Sexual Relations
promoted to young people)
•Mutual fidelity (Promoted to Stable Couples
as their first line of defense against HIV)
•Condom use (Targeted at High Risk groups
such as commercial sex workers and others)
•Voluntary counseling and testing (An
intervention that historically resulted in
increased condom use and partner reduction)

6. Balbir Pasha
Who is Balbir Pasha?
Balbir Pasha is a fictional characther to educate India people about
HIV / AIDS, and to practicing save sex.
How Balbir Pasha working?
Started with teasers asking, “Will Balbir Pasha get AIDS?” The next
phase convey key messages on HIV that would cause the target
audience to question their own behavior.

7. Balbir Pasha
Mass Media IPC
Pros •More wider (large scope) •Well trained army
•Attractive •Direct to the target
•Cheaper ($100/week per
IPC`s)
Cons •Risky investment •Hiring more IPC`s
•Expensive (could reach •Increasing the training that
$100.000) each IPC`S received
•No guarantee of success •Take a long time
•Statured market

8. PSI India Port Assessment
Group Size Profile STI/HIV
Risk Status
Formally 60.000-80.000 Living with his family, some Low
Employed port live in port-trust provided
workers housing
Informally 100.000-200.000 Work in shift to Medium to
Employed Port unload/load trucks, High
Workers containers
Sailors 20.000 Visit sex workers in up- Medium to
market hotels and bars in High
the area during free times
Port Security 4000-5000 Most live in barracks away Medium to
from families High
Truckers and 200.000 Most spend significant High
Helpers amounts of time away
from home (high rate of
patner change)

9. PSI India Port Assessment
Group Size Profile STI/HIV
Risk Status
Sex workers 70.000 Sex workers attached to High
brothels/ hotels /lodges,
street based, and family
based.
Migrant unknown Most live in urban slums Medium
Laborers and work on construction
projects
Blue-collared unknown Both married and Medium
industry unmarried
workers
around ports
Families of unknown Wive and children living Low
Port with men in port
Community authority-supplied housing
Workers or in residential
communities

10. PSI India Port Assessment
Group STI/HIV Accesibility
Risk Status
Primary •Truckers and Helpers High •Petrofilling stations,
concern •Sex Workers termini, rest stops,
transport company
offices
•NGO`s working with
CSW
Secondary •Informally Employes Port Workers Medium or Medium •Reachable through
concern •Sailors to High employer and unions
•Port Security •Immigration office, up-
•Migrant Labores market beer bars/hotels
•Blue-collared industry workers •Several CISF
around ports commandants indicated
interest
•Residential areas
Tertiary •Formally employed Port Workers Low •Reachable through
concern •Families of Port Community Workers employer, residential
colonies
•Via port auhority
welfare programs and
community outreach

11. HIV/AIDS in India

12. -National AIDS Control Organization (NACO) Annual
Report, 2002-2004, Ministry of Health and Family
Welfare, Government of India (GOI)-

14. Routes of Trasmission of HIV/AIDS in India
2,6% 2,7%
6,8%2,2%
Sexual
Unidentified
Intravenous Drug Use
85,7% Blood Transfusion
Perinatal
• Predominantly by heterosexual contact (85,7%), and followed by perinatal
transmission (2,7%), blood transfusion (2,6%), Intravenous drug use (2,2
%).
• 87,7% of HIV infections were in the group of 15-44 years old.
• The ratio of male HIV/AIDS cases to female was 3:1.
• The urban-rural ratio 8:1. The trends transmission, greater female and
rural.

15. Prevalence Category in India :
• High prevalence states : Exceeding 5% high
risk group and exceeding 1% among antenatal
women.
• Moderate prevalence states : Exceeding 5%
high risk group but less than 1% among
antenatal women.
• Low prevalece states : Less than 5% high risk
group but less than 1% among antenatal
women.

16. Disease Prevalence • Two-thirds case of
HIV/AIDS epidemic are
from Maharastra and Tamil
Nadu.
• Mumbai, the capital of
Maharastra, have the
largetst concentration of
HIV infection in India.
• Some of truckers visited
prostitutes in the red-light
district, and brought the
diseas to their home.
• The total number of
infected, 35 million in the
next 5 years.

18. National AIDS Control Organization
(NACO)
• Created in 1992.
• Focus :
- Establishing the HIV Sentinel
Surveillance, to monitor the disease.
- Voluntary testing and counselling.
- Modernizing blood banks.
- Raising the awareness and the prevention
with use of condoms.

19. Challenge
• The most Indians, thought that HIV only of
those on the fringe of society.
• Similar to the fearful public response in the
U.S and other countries in 1980.
• The conservative culture in India, cause the
public discussion about sex not acceptable.
• Every state have its own languange, social
customs and cultural norms.

20. • Established in the 1990s, in Tamil Nadu.
• Implemented by Voluntary Health Service, an
NGO based in Chennai.
• Focus :
- High-risk transmitters of HIV
- Introducing & reinforcing preventive behavior
- Promote condoms and safe sex practices
- Enhancing STD service and counseling.

21. Exhibit 6 : Price Comparison of
Condoms
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

22. Exhibit 7 : Free Distribution and
Sales of Condoms in India
Year Free Social PSI Masti PSI Nirodh
Distribution Marketing Brand 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

23. Project in Mumbai
• Concentrate its efforts on the growing HIV/AIDS
threat in Mumbai.
• Budget $30.000 to $50.000 per year.
• The goals :
- Establish relationship with sex workers
- Build awareness of HIV/AIDS
- Encourage preventive behavior
- If possible, demonstrate correct condom usage.

24. Second National AIDS Control Program
(NACP-II)
• Launched by NACO in 2000.
• Funded by World Bank, USAID & the
British Department for International
Development.
• Recognize the need to prevent HIV
from high risk group.
• 1/3 of $300 million, targeting sex
workers, migrant workers, truckers
and other high risk group.
• Develop new programs, with openness
to several NGOs, including PSI.

25. Operation Lighthouse

26. Operation Lighthouse
 Development of communication
programs aimed at motivating
high – risk individuals such as sex
workers in Mumbai and other
Indian port cities to practicing
safe sex.
 Project to reduce HIV prevalence
in India’s 12 Major port
Communities
 Port communities served as a
convergence points for many
Indians at the highest risk for
contracting the disease and
transmitting it to others.

27. Operation Lighthouse
 The core of Operation Lighthouse
was to be the creation of targeted
behavior-change communication
focused on high – risk male
workers associated with the ports
and related industries supported
by condom social marketing in
each port.
 Mumbai is the first port to
implemented the program
strategies and then replicate to
other ports

28. Major Port Cities in India

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

30. Obstacle to Safe – Sex Practices
Research studies were conducted by PSI in
order to assess:
General attitudes and risk perception of AIDS
Current consumer attitudes toward sexual activity
and sexual partners
Triggers and barriers to the regular use of condoms

31. HIV/AIDS Risk Perception
Survey of HIV / AIDS Risk Perception
High personal risk perception with a sex worker 74%
High personal risk perception with an unpaid (noncommercial) 18%
partner
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%
o A perception that prostitutes were associated with a high risk oh
HIV
o Perception that girlfriend / mistress were not perceived as a high
risk for HIV (18%)
o 88% of men visiting sex workers claimed to have used of condoms

32. HIV/AIDS Risk Perception
As a part of its assessment of Barriers to the use of
current consumer attitudes condom:
toward a barriers to regular
condom usage, PSI conducted 1. Trusting / knowing a
2 focus group of Mumbai girl
Men: 2. Lack of pleasure
• 18 – 24 years old males
3. She looks healthy
who sexually active with at
least 2 – 3 partners 4. Loyalty to one or two
• 25 – 35 years old married partners
man who had extramarital 5. Lack of preplanning
affairs

33. Development of a Communication
Strategy

34. The Decision to Use Mass Media
 Primary target of Operation
Lighthouse: male migrant
workers between 18 – 34 yrs
old who were associated with
port.
 Men who were visiting
brothels in Mumbai’s red
light district were increase
from across city, creating
challenge for IPC’s to contact
them.
 PSI felt they previous
HIV’AIDS treatment &
prevention in India didn’t
sufficiently enough to
educate public. That’s why
PSI decided to use a mass –
media campaign.

35. Campaign Objectives
To increase the perception of
HIV / AIDS risk from To generate discussion about
unprotected sex with HIV / AIDS among the target
To motivate people to access
nonregular partners by populations and opinion
PSI’s HIV / AIDS Help Line and
personalizing the message leaders in order to facilitate
VCT services (Goal :
and creating emphaty understanding and
Behavioral Change)
through identifiable real-life knowledge acquisition (Goal :
situations (Goal: Attitudinal Change Social Norms)
Change)

36. Balbir Pasha
Who is Balbir Pasha?
Balbir Pasha is a fictional characther to educate India
people about HIV / AIDS, and to practicing save sex.
How Balbir Pasha working?
It used a storyboard to place him in various high-risk
sexual situations with unknown outcomes
and then to ask, “Will Balbir Pasha Get AIDS” as a
tagline.

38. Issues
• Should PSI’s communications be focused on general
AIDS awareness and disease risk perceptions or
should it target particular barriers to condom use or
combination of both?
• How customized the first phase should be to Mumbai’s
language and culture?
• Sanjay wondered whether or not a mass-media
campaign was the best way or PSI could expand on-
the-ground IPC operations?

39. The Balbir Pasha Campaign
Using Mass – Media
Campaign
Campaign
Campaign
PSI should combine campaign and value The character Balbir
the AIDS awareness remains in deploying Pasha was portrayed
and barriers to use IPCs, they are able across various
condom. to engage the target communications
• To increase channels in fascinating
audience personally.
scenarios, serving as
perception Outdoor
a behavioral model for
of HIV/AIDS risk communication in
people to relate to and
from unprotected the red light area empathize with.
sex with non- Outdoor  5 stage mass media
regular partners. communication & campaign, centered
• Reducing the public transport around Balbir Pasha
number of AIDS Outdoor in high risk sex
people by using communication at situation.
condom. cinema halls  Each stage builds
TV and radio intrigue and gossip
channels value.
Print Media

40. Marketing Communication
Outdoor communication in the red light area
• Billboard and poster around the port and other place that target audience
frequently see , so the campaign high reach and visibility.
Outdoor communication & public transport
• Placing poster in bus/train station to reach more geographical target.
• Use rear side of truck as media to campaign Balbir Pasha, such as draw pictures to
illustrate the balbir pasha campaign.
Outdoor communication at cinema halls
• The high popularity of Bollywood films provides an opportunity to communicate
Balbir Pasha via short ad before the movies showed.
TV and radio channels
• Make a short story to be advertised on TV, centered around Balbir Pasha in high
risk sex situation. In order to overcome language barriers, it has to be executed
across a range of channels, dubbed in local dialects and subtitled in Hindi, the
main language in India
• Make a short conversation / song to communicate about unprotect sex that
happened to Balbir Pasha allows to higher frequency messaging and helps to
provide additional exposure.
Print Media
• Placing daily advertisement to local daily newspaper or magazine to
increase visibility of the campaign.

41. Balbir Pasha

42. “Will Balbir Pasha get AIDS ?”
• “Balbir Pasha always use condom, but when
Alcohol drunk, he forget to wear it.”
Non-Reguler • “Balbir Pasha only has one sex partner, but he
doesn’t know that she have sex with another
Partner guy.”
Healthy • “Balbir Pasha has new sex partner, health &
beautifull, but he didn’t know that she infected.”
Partner
• “I don’t want to get HIV/AIDS and be the next
Final Stage Balbir Pasha. So, what should I do ?”

43. Conclusion
If Balbir Pasha message sent
clearly and correctly, it can
increase the awareness about
HIV/AIDS & its prevention.
Balbir Pasha should
communicate in all mass media
and IPC program to strenghten
the efforts against HIV/AIDS.
Give awareness to always use
condom to prevent the HIV
infection.