PSI CASE STUDY (EPGP-11-026)

1) Should PSI India go for a mass media campaign in its fight against AIDS? Why?
Ans) Mass media, with its great re ac h, is the most sui tabl e and favorabl e opti on
to incre ase aw ar eness regar di ng HIV/AIDS amongst the citizens of a country which has
millions afflicted by the ailment.
The best way to spread awareness is the mass media campaign because of the following
reasons:
1. Great reach- It is a hectic task for IPCs to meet people individually and raise awareness
regarding HIV/AIDS.
Mass media is effective in that sense as the visibility of printed ads, audio and video ads
can ensure bett er penetration into the general public.
2. Public discussion of the disease and safe sex can best be encouraged by mass media.
3. Movement of information would be much faster.
4. Youth can relate themselves to the character of Balbir Pasha shown in the campaign.

2) Is the concept proposed by Lowe Lintas, a fictional character named Balbir Pasha, better for
generating general AIDS awareness or for highlighting particular barriers for condom use in the
target population (male migrant workers between 18-34)?
Ans) PSI had targeted the male migrant labourers between 18-34 years of age as they indulged
in high risk sexual behavior and fell under medium to high risk status. I would say the Balbir
Pasha campaign would be successful because Balbir Pasha as a character, attracts the empathy
and relatedness of men. Thus, when he is put under various challenging situations, people will
relate with him and realize the intensity of danger and learn from the mistakes the character
does. The question “Will Balbir Pasha get AIDS? ” is itself an endless conversation in itself,
which can help people understand the value of precaution and prevention. Now if this
dramatization continues, people will relate to themselves and with the people with whom they
have had sexual contacts and consider themselves in the various situations like
trusting/knowing a girl, lack of pleasure, healthy looks etc. The thought of these situations can
force people to understand the risk of contracting the disease. 

3) Assuming the mass media campaign is approved how should the ad budget be allocated
between the different media? (assume a campaign that runs for three months)
Ans) My proposal for allocation of ad budget between the different media would be as follows:
Total cost
Ads/mont Cost/
Media Cost($) Duration Cost for 5
h month
years
Television 300 35 seconds 730 21900 33300 19980000
0 0
 10800
Bill boards 1200 Month 90
0
Newspaper
500 Per placement 12 6000
ads

Since we have a combined budget of 20 million dollars over a course of 5 years, we would have
to find an optimal mixture of investment in Television, Newspaper and Bill Board ads for the
campaign to be successful and cost effective.