|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.