CASE STUDIES

Description:

Through advocacy, innovative communication campaigns and collaboration with the private sector, the project helped to establish a market for emergency contraceptives in Rajasthan. The main objective was to improve accessibility and to stimulate demand for emergency contraceptives among low income populations.

Concept:

The main idea was to establish the 72-hour window within which an emergency pill is effective after an act of unprotected sex. Reminding women to act within 3 days was crucial. Towards this, a countdown teaser campaign was run on radio for three days leading up to the complete spot. It generated curiosity and instituted message connect quite effectively. The product was positioned as a stress reliever in case of emergency and thus showed the transformation of a woman in dilemma to a more aware and knowledgeable one.

Slogan:

Kahin der na ho jaaye!

Communication Mediums Executed:

A 360-degree campaign with a multi media approach that involved mass media, mid-media and one on one communication tools, including:

• TVCs
• Radio spots (teasers and revealers)
• Print ads
• Outdoor hoardings
• Wall paintings
• Pop material:
  • Leaflets, posters, banners

Achievements:

The number of brands of emergency contraceptives distributed in the private sector increased from two at the beginning of the campaign to more than seven currently. The percentage of women who perceived that their husbands encourage the use of emergency contraceptives increased from 49% to 69% (Jaipur baseline and endline surveys). PSI India has distributed a total of 2,24,870 doses of emergency contraceptive pills in 173 towns across Rajasthan since 2004.

Description:

Create access and demand for male condoms, which provide triple protection against HIV, STIs and unplanned pregnancies.

Communication Mediums Executed:

IPC tool for one to group meetings.

Concept:

The IPC tool was aimed at addressing the myths and misconceptions regarding HIV AIDS that were leading to ostracism of infected patients, the actual methods of HIV transmission, the precautionary methods and their availability. The entire tool was designed like a game where the red sections were the dangers of HIV, blue sections were behavioral myths about it and yellow sections would provide a condom as a solution to prevent HIV AIDS along with which a condom would be handed to the player to take away.

Achievements:

Sale of 22 million condoms, coverage of nearly 85,000 outlets and more than 4000 street plays executed in the areas, along with IPC tools.

Objective:

To mobilize male groups and migratory population to go for free HIV testing at mobile VCTC vans.

Communication Mediums Executed:

IPC tool for one to group meeting with male groups

IPC Tool Concept:

The tool was a game of snakes and ladders where the purpose was to reach the VCTC van at the end of the game. En route are various risk behaviors that an individual has experienced and which are potential reasons for them to be HIV positive. These doubts are addressed and the importance of having oneself HIV tested is established.

Objective:

To promote condom usage to prevent AIDS, STIs and unwanted pregnancies.

Campaign:

Two sets of creative campaigns were developed. The first one addressed the multi-partnering, homosexual and bisexual population to use condoms for safe sex. The second one promoted condoms as a medium to enjoy sex with more surety and pleasure.

Communication Mediums Executed:

• Print ads
• Wall & shop paintings
• Hoardings
• Bus panel painting
• Van display
• POP material
• Dealer boards
• Tin plates
• Innovative POP materials
• Merchandising & window display scheme
• Mela & haat participation – collaterals

Objective:

To increase demand and access to modern contraceptive methods for the healthy timing and spacing of pregnancies among low income population living in rural areas and urban slums.

IPC Tool Concept:

The challenge of this project was to overcome the lack of inter-spousal communication due to which birth spacing has become a big issue. The IPC tool oriented the male group and incentivized them to share six main messages of birth spacing to their wives with a chance to win a lottery worth Rs. 1000/-. The main messages included ideal gap between two children, health and monetary benefits of birth spacing, contraceptive methods that are available, how to use them and where to get them from.

Branding:

Malamaal Weekly!

Communication Mediums Executed: IPC tools for male and female group meetings.

• Flipbook
• Leaflets
• Scratch cards
• Kiosks

Achievements:

More than 5,50,000 condoms and 20,000 oral contraceptive pills (OCPs) have been sold in the targeted area, more than 250 outlets opened in rural communities and 855 retail outlets in urban areas. IUD and emergency contraceptives are being promoted in addition to condoms and OCPs.

Objective:

The project centered on promoting hand-washing, treatment of drinking water and oral rehydration in the urban slums of Lucknow, Kanpur and Varanasi. The aim was to curtail the rising number of diarrheal deaths in infants. The campaign had to step up from mere message dissemination to behavior change by creating communication that challenged the current practices of caregivers; mothers in particular.

Branding:

Saathi Bachpan Ke

Communication Mediums Executed:

• IPC tool – flipbook
• Puppet theatre
• Street play
• Demo games
• Leaflet
• Placement and giveaways
• Wall paintings