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For instance, in mid-2007, a HIV/AIDS-related CSR effort by Chandigarh Industrial and Tourism Development Corporation
Ltd (CITCO), a semi-government organization, caught the attention of the
world. In May 2007, CITCO opened the first condom-themed bar cum
discotheque in Chandigarh, a city in north India. The bar, in addition
to serving liquor, provided free condoms to the visitors.
Through this initiative CITCO strove to promote safe sex and the use of condoms to
that end. The ultimate aim of this not-for-profit initiative was to
increase the awareness about HIV/AIDS.
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According to experts, promoting the use of the condom
was important in the prevention of HIV, especially in a conservative
society like India where many people were uncomfortable and embarrassed
to ask for a condom or discuss topics related to safe sex.
Some felt that with more young people in India engaging in pre-marital
sex the problem of HIV/AIDS could only increase in the future. CITCO
felt that its 'Condom Bar' would help in this regard as the visitors to
the bar would have access to condoms, and the bold safe sex messages and
the ambience of the bar (which was decorated with real condoms) would
promote discussion on safe sex.
The bar was reported to have received an enthusiastic response from a
large number of people, including couples, who visited the bar. This
allayed some of the initial concerns that the target audience's
inhibitions would prevent them from visiting the bar. Experts hailed
CITCO's initiative as a brilliant branding idea and especially
appreciated the initiative as it came from a government organization.
The target audience, especially young people, was attracted to the bar
as it had high curiosity value attached to it. The bar obtained a lot of
free publicity and also attracted international attention. It was
reported that an international HIV/AIDS education expert had visited the
bar to study the concept so that this model could be replicated in other
countries affected by HIV/AIDS.
CITCO had raised the bar in HIV/AIDS awareness, the experts felt. On the
other hand, the bar also attracted the ire of some conservative groups
who argued that the bar would promote promiscuity and was against the
Indian cultural ethos.
CITCO was unperturbed by the criticisms and planned to increase the
seating capacity of the bar to meet the increasing demand. It also
planned to attract the target audience through added attractions such as
a pageant for HIV/AIDS victims.
Experts contended that HIV/AIDS-related CSR activities were fast
becoming a focus area for corporations trying to fulfill their
obligations to society. CITCO's Condom Bar was yet another novel example
of this trend, they said.
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