Problem
The problem in this case is how to choose an appropriate mass campaign strategy for Population Services International (PSI), India, an NGO. PSI aims to increase awareness about HIV/AIDS among vulnerable groups as a result of their lifestyle behavior. They hope to create a campaign that connects with the target population on a broader and more meaningful level.
Should PSI India change its communication strategy and create a mass media campaign to combat AIDS? Yes, I believe it is necessary to develop a unique mass media campaign that differentiates itself from previous campaigns. The main goal is to make the target audience connect with the issue of HIV/AIDS. Many of the target population have become disengaged from this threat due to various misconceptions and beliefs. The objective is to break through this
...disinterest and make them more receptive. The current situation has been focused on the supply side of the industry rather than the clients, which has been a mistake in channelizing efforts. PSI's previous efforts have been primarily aimed at controlling HIV/AIDS within the demand side of the Commercial Sex Industry.
e. The agents, known as Interpersonal Communicators, used to approach and interact with Commercial Sex Workers, Pimps, and Madams from the local brothels. Despite being aware of the problem and the associated risks, these people were unable to resist the demands of customers who refused to use condoms in order to maximize their pleasure. These customers would threaten to go to another sex worker if their demands were not met. The situation was extremely dire and competitive, leaving sex workers with no choice but to engage in unprotected sex.
The rest of the story is revealed in Exhibit 4, which states that 85.7% of HIV transmission occurs through sexual contact.
Taboo Attitude towards Sex
The public's attitude towards sex was considered taboo and not openly discussed, both in the past and to some extent even now. The Public Service Initiative (PSI) has not done much to directly address the remaining vulnerable groups such as Port workers, sailors, truck-drivers, migrant labourers, etc. Moreover, due to limited resources in terms of manpower and budget, the reach of their Information, Education, and Communication (IPC) efforts is also limited. Therefore, it is nearly impossible to raise awareness about a sensitive issue like sex through a direct approach, which highlights the need for mass media campaigns to increase their reach and impact.
Bland & Impersonal Campaigning
Until now, there has been a lack of awareness campaigns regarding HIV/AIDS and sex that have been impersonal in nature, more focused on education. The method of communication used has been like preaching a sermon in a classroom setting. However, this impersonal approach fails to generate empathy among people and encourage them to consider their own sexual practices.
The excessive use of fear compared to prevention has led the target audience to develop misconceptions and attitudes like "This cannot happen to me." It is important to instead encourage open discussions and conversations about these issues in order to uncover the truth.
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