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.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• 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
• and The role of building up intri.

Keywords

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