PSI India Case: Analysis
The Problem: This case deals with the issue of choosing a suitable mass communication campaign strategy to be espoused by a Non-Governmental-Organization named Population Services International (PSI), India. The main aim of this NGO is to raise the awareness levels about HIV/AIDS among the vulnerable sections of society due to lifestyle behavior. They needed a differentiated campaign to connect with the target population at a wider and deeper level. The main issue which needs to be analyzed is whether the Balbir Pasha campaign as described in the case can make headway in PSI’s fight against AIDS.
The Balbir Pasha Campaign: Balbir Pasha is a fictional character conceived by three persons who worked for PSI named Sanjay, …show more content…
The Teaser Campaign: The teaser campaign depicted typical Mumbai lower/middle income men asking each other the question “Will Balbir Pasha get AIDS?” No further reference to HIV/AIDS prevention or treatment was made in these campaigns.
2. Theme #1, Alcohol: This theme used the message “I often use condoms, but when I get drunk, I sometimes forget.” To communicate the danger of alcohol and the lack of pre-planning for high risk sexual activity.
3. Theme #2, Non-regular Partner: This theme used the message “I only have sex with this one person and hence I am safe” to communicate the target audience’s misconception about faith in regular partners.
4. Theme #3, Healthy Partner: This theme used the message “If a person looks healthy, he/she must be free from HIV/AIDS” to communicate the risk of an asymptomatic carrier.
5. The Final Stage, Saadhan Helpline: This campaign used the message “I don’t want to become Balbir Pasha. What should I do?” and promoted the use of Saadhan Helpline and the use of HIV/AIDS prevention and treatment …show more content…
Also Balbir Pasha was a fictional caricature of their own persona, hence the audience could easily associate and relate with his messages. Balbir Pasha’s campaign was ranked amongst the top five most popular campaigns during its time, second only to the Pepsi campaign. On the flip side however this campaign also attracted a lot of criticism from organization like Maharashtra State Commission for Women (MSCW) and other NGOs.
The main criticism of the Balbir Pasha’s campaign arose due to its use of female sex workers as a source of HIV. The use of the common name ‘Manjula’ as Balbir’s regular partner caused consternation among women named Manjula. PSI received a lot of flak from many organizations for the same reason. Another criticism of PSI’s campaign was that it only tried to focus on the heterosexual transmission of HIV/AIDS and did not deal with issues like homosexual transmission of HIV and intravenous drug
The Problem: This case deals with the issue of choosing a suitable mass communication campaign strategy to be espoused by a Non-Governmental-Organization named Population Services International (PSI), India. The main aim of this NGO is to raise the awareness levels about HIV/AIDS among the vulnerable sections of society due to lifestyle behavior. They needed a differentiated campaign to connect with the target population at a wider and deeper level. The main issue which needs to be analyzed is whether the Balbir Pasha campaign as described in the case can make headway in PSI’s fight against AIDS.
The Balbir Pasha Campaign: Balbir Pasha is a fictional character conceived by three persons who worked for PSI named Sanjay, …show more content…
The Teaser Campaign: The teaser campaign depicted typical Mumbai lower/middle income men asking each other the question “Will Balbir Pasha get AIDS?” No further reference to HIV/AIDS prevention or treatment was made in these campaigns.
2. Theme #1, Alcohol: This theme used the message “I often use condoms, but when I get drunk, I sometimes forget.” To communicate the danger of alcohol and the lack of pre-planning for high risk sexual activity.
3. Theme #2, Non-regular Partner: This theme used the message “I only have sex with this one person and hence I am safe” to communicate the target audience’s misconception about faith in regular partners.
4. Theme #3, Healthy Partner: This theme used the message “If a person looks healthy, he/she must be free from HIV/AIDS” to communicate the risk of an asymptomatic carrier.
5. The Final Stage, Saadhan Helpline: This campaign used the message “I don’t want to become Balbir Pasha. What should I do?” and promoted the use of Saadhan Helpline and the use of HIV/AIDS prevention and treatment …show more content…
Also Balbir Pasha was a fictional caricature of their own persona, hence the audience could easily associate and relate with his messages. Balbir Pasha’s campaign was ranked amongst the top five most popular campaigns during its time, second only to the Pepsi campaign. On the flip side however this campaign also attracted a lot of criticism from organization like Maharashtra State Commission for Women (MSCW) and other NGOs.
The main criticism of the Balbir Pasha’s campaign arose due to its use of female sex workers as a source of HIV. The use of the common name ‘Manjula’ as Balbir’s regular partner caused consternation among women named Manjula. PSI received a lot of flak from many organizations for the same reason. Another criticism of PSI’s campaign was that it only tried to focus on the heterosexual transmission of HIV/AIDS and did not deal with issues like homosexual transmission of HIV and intravenous drug