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About this document
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- 16 pages
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- $16 one-time, yours to keep
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- Subject
- Business Strategy, Marketing, Public Health
This case study examines PSI India’s efforts to combat HIV/AIDS through social marketing and interpersonal communication. It discusses Operation Lighthouse, a behavior change project, and the use of mass media campaigns to promote safe sex practices. It is useful for understanding marketing strategies in public health.
What's inside
- Introduction to PSI India's mission and methods
- Operation Lighthouse project and its objectives
- Mass media campaign objectives and strategies
- Target audience and communications design
- Barriers to condom use and communications strategy
Who it is for: Students studying business strategy, marketing, and public health. (Undergraduate)
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Summary
India has a large number of people living with HIV/AIDS. Population Services International (PSI) India aims to reduce this by promoting safe sex practices. Students learn how PSI India plans to do this through marketing strategies.
The Problem
India has a large population living with HIV/AIDS. PSI India wants to change this by promoting safe sex. PSI India currently promotes safe sex through condom marketing and Interpersonal Communicators.
Operation Lighthouse
PSI India studied HIV/AIDS in 11 Indian port cities. They found these cities are key to HIV/AIDS transmission. Operation Lighthouse is a behaviour change project to curb the spread of HIV/AIDS.
Mass Media Campaign
PSI India plans to use mass media to achieve its objectives. The campaign aims to increase risk perception, generate discussion, and motivate behaviour change. PSI India considered two advertising agencies for this campaign.
Campaign Evaluation
PSI India plans to evaluate the campaign's effectiveness. They will track changes in HIV transmission rates, condom usage, and HIV prevalence among sex workers.
Key terms
- Interpersonal Communicators
- People who educate sex workers about HIV/AIDS and encourage safe sex.
- Operation Lighthouse
- A behaviour change project to curb the spread of HIV/AIDS in Indian port cities.
- Mass media campaign
- A campaign using television, radio, film, billboards, and events to promote safe sex.
- Condom social marketing
- Promoting and selling condoms to encourage safe sex.
- Demographic segmentation
- Dividing the population into groups based on risk and size.
Questions this document helps with
- How does PSI India plan to promote safe sex?
- What is Operation Lighthouse and how does it work?
- How will PSI India evaluate the success of their campaign?
Summary written with AI from the document's text.
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