Caselet Code : CLCB008
Publication date : 2005
Subject : Consumer Behavior
Industry : -
Length :
 4 Pages
Price :  Rs. 100 (Detailed Pricing Info)

To download this short case study (No. CLCB008) click on the link below, and select from the list:

» Consumer Behavior Caselets

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Abstract

The caselet, Balbir Pasha: The Baadshah of Aids Campaigns in India, speaks about a public message campaign undertaken by PSI, an NGO, with the objective of giving information about high-risk behaviors to groups that are vulnerable to HIV/AIDS. The campaign which differentiated itself in the way in which it connected with the target population, was rated successful by post-campaign research studies.

Issues:

» The need to convey socially relevant messages in a way that the target population can identify themselves with it

» How the effectiveness of a campaign increases when the campaign messages are conveyed through multiple channels

» The role of building up intrigue as part of a campaign, in order to make the target population receptive to the campaign message

 
Key words:

Population Services International (PSI), Operation Lighthouse, Balbir Pasha, Lowe, HIV, AIDS, Albert Bandura, TNS Mode, Teaser Campaign and Social Learning Theory.

Questions for Discussion:

1. "The (Balbir Pasha) campaign was assimilated as part of local culture." What attracted the target group to the personality of Balbir Pasha?

2. "Post-campaign research revealed that the campaign had made an impact on the target group and changed their attitudes toward risky behavior." How did PSI try to bring about a behavioral change in the target audience?