PSI HIV/AIDS Campaign is the Talk of Mumbai

[Guest guest]

HIV/AIDS Campaign is the Talk of Mumbai

A ground breaking HIV/AIDS campaign created by Population Services International

(PSI) has created more than its share of discussion in

Mumbai.

With the catch phrase " Will Balbir Pasha Get AIDS? " seen on televisions,

newspapers and billboards across the city, the USAID funded project targeted

the group most at risk, urban men ages 18-34 in the lower socio-economic

groups. The Balbir Pasha campaign sought to dispel HIV/AIDS myths, increase

risk perception, generate discussion and motivate people to access HIV/AIDS

hotlines and voluntary counseling and testing services, and did so with

significant consumer impact.

Calls to the Saadhan HIV/AIDS hotline jumped 250% and among research

participants risk perception to unprotected sex increased as well.

For more information, visit

www.psi.org/resources/pubs/balbir-pasha.pdf

E-mail: <patemp@...>