Case Code : CLCB008
Publication date : 2005
Subject : Consumer Behavior
Industry : -
Length : 04 Pages
Price : Rs. 100
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Population Services International (PSI), Operation Lighthouse, Balbir Pasha, Lowe, HIV, AIDS, Albert Bandura, TNS Mode, Teaser Campaign and Social Learning Theory
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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.
In 2002, PSI as part of its Indian operations, started ‘Operation Lighthouse’, a program aimed at bringing about behavioral change in target group members in order to reduce the risk of HIV/AIDS contraction...
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?