With ALLIANCE INDIA
(Behavioral Change Communication/ IEC/ HIV/ AIDS)
PATA LAGAO, was broadly anoutdoor campaign reaching out to the male sex workers, linking them to a helpline on enquiries related to HIV/AIDS prevention and management. Besides creating awareness on HIV, the endeavor was to inform the community of the available services and facilities and make the necessary linkages using the helpline.
The campaign has been created keeping the sensitivities of the community while informing them of the issue and the available sources of services.
Implemented in the state of Delhi in India.
Using spoken word idioms, the tone was set with bright colours and bold typography, the aim was to remove the fear of HIV testing. The communication centered around creating a warm, personal bond reinforced with self-esteem. For a community always on the side lines with no points of redressal, this was a process of reaching out to them and rightfully linking them to all the services available.
