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TNSACS
has selected a panel of prominent advertising
agencies to design and execute its IEC campaigns.
It has specifically chosen those agencies
with credentials in social communication
and is being professionally managed as part
of the IEC strategy. Culturally relevant
methods of outdoor publicity such as puppet
shows, street plays are used in rural areas.
TV spots, radio jingles and press advertisements
developed with the assistance of professional
agencies are used to create awareness in
the community.
A lot of awareness has been generated through
different media . In a study commissioned
by TNSACS, it was discovered that 32 percent
of the audience were reached through the
Press. Television provided a reach of nearly
90 percent . The radio, however, remains
the best medium to reach the rural areas
with a reach of 74.9 percent. It was found
that the reach of messages on bus panels
was 38 percent. This study has thus presented
an efficient and effective tool to media
planners.
On
World AIDS Day 1997, TNSACS organised a
human chain in which school and college
students participated to demonstrate their
determination to fight HIV/AIDS.
A
two-day workshop was held in February 1998
to sensitise the media about its role in
the prevention and control of HIV/AIDS.
The Tamil Nadu State AIDS Control Society
has helped institutions such as the Corporation
of Chennai to conduct awareness campaigns
about HIV/AIDS.
The
IEC campaigns are designed to achieve awareness
at the individual and community level. The
general awareness strategy appeals to individuals
while social mobilisation is designed to
motivate community leaders to influence
individual behaviour and help to reduce
the risk of HIV infection.
People living with HIV/AIDS often face discrimination
in the community. To help them lead a normal
life, TNSACS has carried out campaigns,
appealing to the public to treat the PLWH/A
with concern and compassion.
In the year 1997-98, TNSACS spent Rs.1,165
lakhs on IEC activities. TNSACS has conducted
special IEC campaigns for rural areas to
cover a large number of villages through
a video-on-wheels (VOW) programme. This
has been done along with traditional outdoor
publicity methods.
Every year, an independent agency is commissioned
to evaluate the IEC campaign carried out
by TNSACS and to estimate the AIDS awareness
among the general as well as different sub-population
groups through a sample study of about 4,000
people across the State. A qualitative study
among students, truck drivers, travelling
executives and CSWs was also undertaken.
Evaluation studies carried out by ORG-MARG
and Scope Marketing in Tamil Nadu show that
the general awareness about HIV/AIDS increased
from23 percent in 1992 to 96.2 percent in
1997. The awareness level is 98.2 percent
in urban areas and 94.4 percent in rural
areas. The study showed that the usage of
condoms by CSWs had increased to 66 percent.
The present level of awareness has to be
sustained to keep up the momentum of success
that has already been achieved.
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To create "awareness" among the
general public
