AIDS Control Phase II_asandwhen; MAY 2009
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The document outlines a communication plan to raise awareness about rights of people affected by AIDS and support from the government. It proposes using simple and memorable communication vehicles across various mediums to promote key messages like "Respect the HIV-affected. Protect their rights" and "Your Government Respects your rights. Protects your future." Sample communication materials are provided targeting activities like increasing HIV test visibility and accessibility, encouraging testing, and promoting government support centers. The goal is to normalize HIV testing and reduce stigma using mainstream media, below the line tactics, and out of home advertising.
AIDS Control Phase II_asandwhen; MAY 2009
- 1. Communication Plan to create awareness on Rights of AIDS Affected People, AIDS Control, and Support from the Government. A Presentation by Phaneendra, Communication Consultant
- 2. OBJECTIVE Reverse or halt the HIV epidemic by 2012 THE PROGRAMME Third Phase of NACP-III
- 3. CHALLENGE To reverse or halt AIDS, one has to cross the debate barrier and reach a maturity level where HIV Test is as common as a general medical examination SOLUTION Take the campaign to next level from Break the silence Use simple communication vehicles and common means that increase the recall value; unlike a publication or a TVC that hardly stays long in the memory of people
- 4. STRATEGY CARE - Be positive: Move from being HIV-positive to being Positive with HIV KNOW - What brings you AIDS and what doesnt PREVENT - When you know it, you can do it CURE - Antiretroviral treatment (ART) can suppress HIV the virus that causes AIDS
- 5. MESSAGE - 1 Respect the HIV-affected. Protect their rights. A succession to speak out
- 6. ACTIVITY VISIBILITY- Make the symbol, the Red Ribbon strikingly visible at every possible place, letting the common man talk/think about it in day to day activity ACCESSIBILITY - Change the attitude of people towards the HIV affected: through effective communication and its recall, make people think that it is a common issue like any other disease Irrespective of your HIV Status, you deserve the services of people and organisations. Like any other individual, you have every right to use things.
- 7. SAMPLE COMMUNICATION VEHICLES I serve Puli Raja. Do you? *Puli Raja is a well-known mnemonic and its penetration was tremendous. However, its usage has been avoided here.
- 15. MESSAGE - 2 Respect your family. Protect yourself from catching and transmitting HIV.
- 16. ACTIVITY ENCOURAGE - Deliver communication material and messages that > motivate people, who doubt of their HIV chances, get diagnosed immediately > Follow protective methods for a healthy life ENGAGE - Address the friends, well-wishers or family members of an HIV affected person to support him/her in getting the HIV test done Dont hesitate to have an HIV Test. It protects you and your family.
- 17. SAMPLE COMMUNICATION VEHICLES Hiding means spreading Escape from AIDS not from the test. Hiding your HIV status is nothing but spreading AIDS.
- 22. MESSAGE - 3 Your Government Respects your rights. Protects your future .
- 23. ACTIVITY LOCATION - Publish and highlight Governments Support Centers and promote the Stop AIDS movement DELEGATION The Governments delegation for health insurance, ART medicines, condom availability, mobile testing, nutritious food, counseling, etc. Mee Nestam. A true friend to rely on. A real support to fight AIDS.
- 24. SAMPLE COMMUNICATION VEHICLES STOP it right away We nullified several infections and diseases earlier. Let us rededicate and STOP AIDS NOW.
- 25. Call us for Voluntary HIV Test. 1012 TO L L F R E E H I V C A R E *Imaginary telephone number I Stop. Do you?
- 26. I dont want to take a chance again!
- 27. Stop worrying, Start living. Group Health Insurance for the HIV-affected! I Stop. Do you?
- 28. I Stop. Do you? ART 28/798 Your nearest Anti Retroviral Therapy Center: #114, T.K.Pally, Tirupati, Chittoor District Tel:
- 29. Doors are not closed yet! HIV Positive is not AIDS. Call us at 1012 or SMS HELP to 4444 for immediate support. I Stop. Do you? *Imaginary contacts
- 30. Please Note The communication vehicles shown above are meant for conveying the message. We can adapt them to any preferred medium to run a campaign and thus maintain the uniformity across the board.
- 31. PREFERRED MEDIUM Communication Vehicle- ATL Adaptability of the above messages and usage of Mainstream Media Print ads and health columns Advertisement / Radio Jingles Scroll, Television Commercial or a video clipping Banner-ads, AdWords and Business articles in relevant and leading Websites
- 32. PREFERRED MEDIUM Communication Vehicle- BTL Messages and Below The Line communication Utilities like Gas Cylinder, Water Cans; Listings and Directories PPP Pamphlets E-Mailers or Direct Mails Bulk SMS
- 33. PREFERRED MEDIUM Communication Vehicle- OOH Out of Home Billboards/Hoardings Vinyl Posters on Bus Stops and Foot-over bridges Cinemas, RESPECT-PROTECT Stickers/Boards for schools, vehicles, shops, local Government bodies Median poles Km-Guideposts for ART Centers Automobile & Bus Advertising; inflatables/blimps
- 34. Thanks for your attention! asandwhen CORPORATE COMMUNICATIONS and BRAND MANAGEMENT