Case Study of Balbir Pasha Campaign

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Case Study Published on Campaign in India

Population Services International (PSI) has published a case study of its

HIV/AIDS prevention campaign called " Balbir Pasha. " PSI/India's Operation

Lighthouse Project, with funding from USAID, implemented the campaign. The study

describes the creation of the Balbir Pasha icon, the evolution of a behavioral

role model, the communication challenges, the praise and criticism the campaign

received, and the lessons learned. The Balbir Pasha campaign targeted urban men

aged 18-34 in the lower socioeconomic groups and sought to dispel HIV/AIDS

myths, increase risk perception, generate discussion, and motivate people to use

HIV/AIDS hotlines, and voluntary counseling and testing

services.

A copy of the case study is available at the following url

<http://www.psi.org/resources/pubs/balbir_case_study.pdf>

[Moderators note: Please contact the moderator for a copy of the case study if

you have difficulty in accessing it on the web]