c




   





India is one of the largest and most populated countries in the world, with over one billion
inhabitants. Of this number, it's estimated that around 2.27 million people are currently living
with HIV.1

HIV emerged later in India than it did in many other countries. Infection rates soared
throughout the 1990s, and today the epidemic affects ? sectors of Indian society, not just the
groups ± such as sex workers and truck drivers ± with which it was originally associated.

In a country where poverty, illiteracy and poor health are rife, the spread of HIV presents a
daunting challenge

In 2006 UNAIDS estimated that there were 5.6 million people living with HIV in India,
which indicated that there were more people with HIV in India than in any other country in
the world.19 In 2007, following the first survey of HIV among the general population,
UNAIDS and NACO agreed on a new estimate ± between 2 million and 3.1 million people
living with HIV.20

In 2008 the figure was confirmed to be 2.31 million,21 which equates to a prevalence of 0.3%.
While this may seem a low rate, because India's population is so large, it is third in the world
in terms of greatest number of people living with HIV. With a population of around a billion,
a mere 0.1% increase in HIV prevalence would increase the estimated number of people
living with HIV by over half a million.

The national HIV prevalence rose dramatically in the early years of the epidemic, but a study
released at the beginning of 2006 suggests that the HIV infection rate has recently fallen in
southern India, the region that has been hit hardest by AIDS.22 In addition, NACO released
figures in 2008 suggesting that the number of people living with HIV has declined from 2.73
million in 2002 to 2.27 million in 2008.

c


  









jÊ G




 
 


 



jÊ Installation of over 11,000 condom vending machines in colleges, road-side
restaurants, stations, gas stations and hospitals.
jÊ Antiretroviral drugs (ARVs), which can significantly delay the progression from HIV
to AIDS ± have been available in developed countries since 1996. Unfortunately, as in
many resource-poor areas, access to this treatment is limited in India; an estimated
300,000 adults (aged 15 and above) were receiving free ARVs by April 2010.This
represents less than half of the adults estimated to be in need of antiretroviral
treatment in India
Services

jÊ HIV testing centres at various locations like schools(on

Sundays),colleges,hostipals,blood donation camp and quarterly camps organised at
various locations. By the end of 2009 there were 5135 ICTCs in India,compared to
just 62 in 1997.By 2009 these centres tested had tested 13.4 million people for HIV,
an increase from 4 million in 2006.
jÊ Information and awareness centers at various locations like colleges,hospitals,medical
stores,schools,railway stations etc.
jÊ Îiosk information centers at malls,airports,bus stops,corporate hubs etc
jÊ åaking people aware of their rights(people who face discrimination because they
suffer from aids.
jÊ Teaching people in camps to act responsible and clear their myth about aids.

Price

jÊ åonetary cost of testing and products will be covered through funds but people will
be asked to donate amount volunterly to help us further in our cost
jÊ ümbarrassment is also a major issue which will be covered in our awareness program
and promotional plan
jÊ Cost of travelling and time will be taken care of by opening up of stalls and camps at
various location in the urban and rural areas
jÊ To encourage people to participate in the test goodies and gift can also be distributed
jÊ üven monetary support will be used to lure sex workers and truck drivers.

Place

jÊ Demographic of india is distributed in such a way that it becomes very important to

cover rural as well as the urban india.
jÊ 2/3 of india is rural based.
jÊ Testing centers in rural areas(schools,mobile vans,camps etc)for urban
areas(colleges,hospitals,mobile vans parked at prime location and corporate hubs)
jÊ Information centers(hospitals,school,colleges,malls etc)
jÊ Condom vending machine(rural india-pan beedi shop,bus stops,center of the villages
and even at the terminal locations)
jÊ ARV will be available in hospitals and camps.
jÊ HR requirement will be fulfilled by recruiting students,teachers,doctors,hospital
staffs,youth,party workers of various political parties etc
jÊ Participation of government agencies,NGOs(for small campaign and rural
areas),WHO,UNICü ,various foundation,support from various political parties.

Promotion

jÊ or urban india
 jÊ lashing ads of aids awareness in the most surfed sites
jÊ Website and chat facilities for information and awareness
jÊ Red band(like live strong yellow band)as a symbol of support for people fighting aids
jÊ Devil dolls and other toys to raise in teenagers
jÊ T-shirts,caps,bags etc promoted bt government and other brands to raise awareness
jÊ Radio jingle,ads and short skit related to aids
jÊ Tv commercial with emotional appeal to raise awareness and make people responsible
jÊ åusic videos and concerts to generate funds and awareness
jÊ åass mailing of aids info
jÊ Slogans and posters at various location
jÊ Painting buses,trains and other government vehicle with red strip to raise awareness
jÊ Slogans such as ³spread the awareness,not the virus´
jÊ üncouraging safe sex in youth and sex workers
jÊ üncouraging fidelity
jÊ Use of media for coverage of various events related to aids compaign
jÊ üven use of condom can be promoted by campaign such as ³are you dumb?no,thn use
a condom.´

or rural india

jÊ Sex education in the form of poems and songs in regional languages

jÊ Road plays related to aids awareness
jÊ åovie screening in villages
jÊ Slogans and posters
jÊ Slogan such as ³pyaar kare apno se,zimedaar banne kyunki anmol hai zindagi(love
your loved onces,be responsible because life is precious)
jÊ Îites flying competition with kites printed with aids slogan
jÊ Distribution of condoms
jÊ Aids message in various rural products.

Public

jÊ Demographic of india is such that youth comprises a major part of its population.
jÊ Target audience(direct)
ËÊ âouth
ËÊ Rural and urban adults
ËÊ Sex workers
ËÊ Truck drivers
ËÊ People suffering from aids
ËÊ All the individual who take our product or services directly
ËÊ Pear group
ËÊ Doctors
ËÊ åedical shop owners

jÊ Audience(indirect)
ËÊ People who are aware through posters and other indirect promotional events
ËÊ People who are made aware by the target audience
 ËÊ ]arge population who are made aware about their rights and responsibility
through indirect form of communication
ËÊ üducation,literature,society etc

Policy and Partnership

The main policy of this campaign is to raise maximum awareness and to minimum the
cost of all the services and product that we are providing.This will be done by involving
maximum no. of people in the campaign and involving all the organisations,foundation and
agencies related to aids.apart from that the policy is to also ensure that people suffering from
aids are treated like any other individual and are not discriminated. A 2006 study found that
25% of people living with HIV in India had been refused medical treatment on the basis of
their HIV-positive status. It also found strong evidence of stigma in the workplace, with 74%
of employees not disclosing their status to their employees for fear of discrimination. Of the
26% who did disclose their status, 10% reported having faced prejudice as a result.

Stakeholders

ËÊ All the organisations,foundations,agencies taking part in the campaign eg

WHO,UNICü ,NACP,NGOs etc
ËÊ All the individual taking part in the campaign
ËÊ Target audience(direct and indirect)

Roles

ËÊ unding of the campaign by the agencies and organisation

ËÊ They can also be helpful by proving HR
ËÊ Individual taking part in the event are responsible for the right flow of information
and the impact of the campaign
ËÊ All the people involved will make sure that awareness is reached to a maximum level
and people are made responsible

Proposed financial mechanism

Since its an nation wide compaign the cost of the campaign can be high. or this lot of
arrangement is possible because aids is an very serious issue in india and lot of organisation
and foundation work for it.

üxpected cost

jÊ ree condom distribution for awareness and to promote safe sex

jÊ Camps,kiosk,info centers etc
jÊ Testing centers
jÊ Distribution of ARV
jÊ Promotional events
jÊ All these and more can lead to a huge estimated cost from around US$1 billion-2
billion
 jÊ But such campaign can also be carried on a small scale by concentrating in a
particular area which will include cost of few lakhs.
jÊ Various NGOs can work in the rural sector
jÊ Besides that NACP,WHO etc funds lot of money for aids awareness

unding plan

jÊ unds will be generate from the following organisation

jÊ NACP of each states
jÊ WHO
jÊ UNICü
jÊ BI]] AND åü]INDA OUNDATION
jÊ NGOs etc