PSI India- Will Balbir Pasha help Fight AIDS

AIDS - ACQUIRED IMMUNO

DEFICIENCY SYNDROME
AIDS is caused by HIV VIRUS.
HIV Human Immune Virus
particularly caused by #%#'#&$
irst discovered in1981, in Los Angeles, New York, in
Homosexual men.
SYMPTOMS OBSERVED
It was seen that men had a unusual type oI lung disease called
Pneumocystis carinii.
A rare skin cancer called aposis sarcomas.
A severe reduction in a type oI cell in the blood that is an
important part oI the immune system.
In 1983, this disease was recognized by United States, rance,
and was named as AIDS, caused by HIV VIRUS
Introduction
PSI
Stands or Population Service International
NonproIit NGO.
Washington based
ounded in 1970.
Business like approach to non proIit projects
amily planning(reducing unplanned and unwanted
pregnancies).
nIV |n Ind|a
lndla ls home Lo Lhe Lhlrd largesL number of Plv lnfecLed
people ln Lhe world
LsLlmaLed 33 Lo 4 mllllon PlvposlLlve people
80 per cenL of Plv cases ln lndla have been aLLrlbuLed Lo
heLerosexual encounLers
Plghrlsk groups lncludlng commerclal sex workers men who
have sex wlLh men (MSM) and ln[ecLlng drug users as well as
Lruck drlvers and mlgranL workers
9roblem ln lndla
MlsconcepLlons regardlng Plv/AluS Lransmlsslon
CulLural problems
Lack of funds
9eople are noL ready Lo use condoms
ulfferenL languages
at|onL|ght nous
Received Iunding Irom USAID in 2001 Ior Iive years to
develop and implement programs across India aimed at
reducing the spread oI HIV/AIDS.
Operation Lighthouse (OPL), was conducted in 12 major port
communities across India: Chennai, Goa, Haldia, Kandla,
Kochi, Kolkata, Mangalore, Mumbai, Paradip, Tuticorin,
Vashi, and Vishakhapatnam.
Surrounding communities were the chosen Iocus oI the
program.
ormal and inIormal port workers, truck drivers and their
helpers, migrant workers, Iishermen, day laborers and others.
Cont....
Develop public health campaigns that successIully engaged
with at-risk individuals and personalized the risks Ior the
individuals.
Work had Iocused on educating and empowering the 6,000 to
10,000 commercial sex workers operating in the red light
district.
MoLlvaLe Lhe cllenLs of sex workers Lo pracLlce safe sex across
Lhe clLy
Objectives(OLH)
Increased use oI condoms.
Decrease in no. oI set acts with non regular partners.
Increase correct STI diagnosis & treatment
Increase in no. oI outlets providing condoms and
other AIDS related products and services.
Talk Irankly and intelligently about HIV/AIDS
Policy and perspective shiIts towards prevention, care
and support Irom port management.
Research indings
Misconceptions surrounding HIV transmission.
Poor personal risk assessment Men believed that while
commercial sex workers were at high risk oI contracting
HIV, the men who patronized them were not.
BelieI that individuals inIected with HIV would appear
outwardly ill One-third oI men who visited commercial
sex workers were unaware that a healthy looking,
asymptomatic individual could potentially be HIV-
positive.
A strong relationship between alcohol consumption and
high-risk behavior.
Negative attitudes towards condom use.
Segmentation
Demographic Men between the ages oI 18 and 40, and those
at highest risk Ior HIV inIection (such as men who were
clients oI sex workers)
Socioeconomic Men belonging to lower socioeconomic
groups, particularly truck drivers
eographic Men living in Mumbai, where India`s urban
HIV epidemic is centered.
Communication Strategy
Use oI mass media.
Targeted male migrant workers(18years to 34 years), men
visiting brothels.
Lowe Lintas, Chitra Leo Burnett & Ogilvy and Mather are
selected .
Goals oI mass media
Attitudinal goal ( empathy through identical real liIe
situations)
Change social norms (start discussions about HIV/AIDS
related)
Behavioral change( Motivate people to access HIV/AIDS help
line and VCT services)
Will Bablbir Pasha Iight AIDS
NOT SURE THAT THE MASS MEDIA WILL BE A
SUCCESUL CAMPAIGN
THE MASSS MEDIA WILL ALSO RESULT IN CULTURAL
PROBLEMS.