Psi Marketing Case Study
Essay by Rashmi Lata • October 18, 2017 • Case Study • 926 Words (4 Pages) • 1,256 Views
i)Should PSI India go for a mass media campaign in its fight against AIDS? Why?
Although IPC Operations is cheaper and could be more efficient, but PSI need instant action to stop the HIV/AIDS before it gets worse, so mass media could be more effective to reduced HIV/AIDS in India at this time.
Operation Lighthouse had the mass campaign as one of its primary communication strategies. Operation Lighthouse Project is a five-year national HIV/AIDS awareness program to be launched in 12 major port communities across India. Mass media, with its tremendous outreach, is the most suitable and favourable option to increase awareness regarding HIV/AIDS amongst the citizens of a country which has millions afflicted by the ailment. The mass media campaign is the best way to spread awareness because of the following reasons:
- Better penetration- It is a tedious task for IPCs to contact people individually and raise awareness regarding HIV/AIDS. Mass media is effective in that sense as the visibility of print ads, audio and video ads can address all strata of the society and ensure better penetration.
- Public discussion of the disease and safe sex can best be triggered by mass media.
- Ads across various media stimulate discussions and make people think over the social issues related to AIDS.
- Public Awareness campaigns can often be seen as preachy and sermonic in nature. A mass media campaign effectively negates this perception and can engage the audience in a much more creative manner.
In order to make this campaign a success, following conditions should be addressed:
- The amount of population that are under high risk of getting HIV
- The segment of population under high risk of attracting AIDS
- The mass media that can reach these population
Choosing the medium to advertise is important to make the project a success. The below table show the Risk Status of HIV to different segment and their population size:
Group | Size | STI Risk Status |
Formally employed Port workers | 70000 | Low |
Casually employed port workers | 150000 | High |
Sailors | 20000 | High |
Port Security | 5000 | High |
Truckers | 200000 | High |
Sex Workers | 70000 | High |
Q ii)Is the concept proposed by Lowe Lintas a fictional character named Balbir Pasha better for generating AIDS awareness for highlighting particular barriers for condom use in the target population (male migrant workers between 18-34)?
Ans. A review of behavioural learning theory and the value of behavioural models for the relevant target audience revealed that people learn by observing the behaviour of others (Social Learning Theory). Here, “Balbir Pasha” – a fictional character could act as a behavioural model for the target audience.
A major barrier in condom use amongst people in India is the belief that they cannot contract AIDS. In such a case it is necessary to convince that condoms are important. This is where campaigns are not preachy and attract attention help in spreading the message in the public.
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