A sensitive subject, with a varied TG who need to be addressed through a single campaign, requires a powerful voice that can speak to all three segments and get the message across.
Programmed interventions and key messages, conveyed in a very friendly manner and covertly, instead of being preachy or threatening.
| CLIENT | APAC |
| CAMPAIGN | ABC Communication |
| Problem/ Opportunity | Abstinence or creating awareness about HIV/AIDS is mostly a tough task, for you need to impact behavioral changes.
Three major subjects: Abstinence, Being Faithful, Condom Usage (ABC communication) Three different sets of TA: youth, married partners and the risk takers |
| Key Insight | A sensitive subject, with a varied TG who need to be addressed through a single campaign, requires a powerful voice that can speak to all three segments and get the message across. |
| Creative Idea/ Strategy | Creation of a dynamic and iconic personality: Right Ranga. |
| Execution | Programmed interventions and key messages, conveyed in a very friendly manner and covertly, instead of being preachy or threatening. |
| Result |
Right Ranga evoked a tremendous interest in the subject, and gave a good reach. He became a very popular character, with hotels and fanclubs being named after him. (He continues to enjoy top-of-the mind recall in HIV prevention even today.) The overall response to the campaign was positive and most importantly a model which was replicated in different avatars across different regions. |
