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O&M's campaign on HIV/AIDS to address an affected woman's turmoil
…Last year, the human rights organization, Breakthrough, released a campaign targeting men ('What kind of man are you?'), which tried to make men reflect on how unprotected sex could ruin not just their own lives but also those of their families. Breakthrough is back this year with another issue that is often swept under the carpet: the plight of the virus-affected woman after her husband has passed away due to AIDS.
While 'What kind of man are you?' was conceived by McCann-Erickson's executive chairman, Prasoon Joshi, this year's campaign, titled 'Yeh kaisa insaaf hai?', has been developed by Piyush Pandey, executive chairman and national creative director, O&M India, and Emmanuel Upputuru, the agency's ECD.
While the execution of the earlier campaign had men as its focal point, this one is centered on women. As 90 per cent of HIV-positive women are thrown out of their homes after the deaths of their husbands, who probably infected them in the first place.
The television campaign comprises three ads..
The campaign targets lower rung families and those in rural areas in the states of Maharashtra, Uttar Pradesh and Karnataka.
The TVCs are currently airing on Doordarshan, STAR Network (which the huge UP belt tunes to), Sony, ETV (Hindi, Kannada and Marathi) and NDTV. The target is to reach 34 million people in these three states.
The campaign will run for the next two months or so.
Read More: http://www.agencyfaqs.com/news/stories/2007/02/14/17080.html Illiteracy Aiding HIV spread, say experts
The main cause of the growth of AIDS in the society is the lack of adequate education because 70 per cent of the HIV-positive in India is uneducated. States like Maharashtra, Tamil Nadu, Karnataka, Manipur, Tripura and Punjab are the worst hit. Chief of the HIV programme in UNICEF Dr Vidya Ganesh shared the AIDS-related statistics on the second day of the three-day international seminar on AIDS.
Addressing the delegates, she informed that the number of kids to whom the virus was transmitted by the parents was on the rise in the country. It required the serious attention of the masses and institutions fighting the HIV, she said, adding that youths could play an important role in this connection.
Dr Tripti Pensy, an HIV consultant from New Delhi, said a majority of people living alone and far from their families, were easy victims of HIV and were likely to transmit it to their family members on reuniting with them. Every pregnant woman did not go through the HIV test; she lamented adding that it was the need of the hour to keep pregnant women aware of it so that children could be saved. Dr Pratibha Jaiswal focused on HIV-infected kids.
Research papers also highlighted socio- economic factors as the reasons and their persistent effects on HIV/AIDS.
Read the full story:
http://www.hindustantimes.com/news/5922_1920343,0015002500030002.htm
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Insurgency infects Manipur's AIDS battle
In Manipur, many groups, including the State AIDS Control Society, are reluctant to spend money on everything from procuring medicines to publicity campaigns - because of the demands from rebels, known as underground groups or UGs.
"If we spend money then we have to give a cut to the UGs, 5%, 10%, 15%, whatever they demand,” said one senior state Aids department official who spoke on condition of anonymity due to fear of the militants.
Manipur, an impoverished state of 2.6mn people, accounts for just 0.2% of India's population but has nearly 8% of its HIV-positive people.
Read more: http://www.gulf-times.com/site/topics/article.asp?cu_no=2&item_no=132740&version=1&template_id=
40&parent_id=22
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