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`Pulli Raja' gets the message across forcefully
Our Bureau
Chennai
,
June 9
THE `Pulli Raja' HIV/AIDS awareness campaign launched in Tamil Nadu last year by an NGO called Population Services International (PSI) succeeded in raising awareness and sparking attitudinal changes among young working class men, according to its officials.
PSI's officials on Wednesday released the report of an independent agency, TNS Mode, on the campaign's impact.
The key findings of the report were that awareness levels among the target group, young working class men, had risen and they were also more inclined to use condoms.
One of the highlights of the campaign was the popularity of its mascot, `Pulli Raja'.
Ms Kavita Jayaram, Communications Manager, PSI, said: "Pulli Raja's brand recall was second to that of a long-standing consumer product such as Hamam."
A PSI's release said that the post-campaign sample survey showed that 32 per cent of the target audience recalled the `Pulli Raja' advertisements spontaneously.
In response to a question about the derogatory portrayal of women in the campaign, Ms Jayaram said that the campaign tried to communicate with men and the focus was always on the target.
She added that Chennai had reacted in a lot more mature fashion than Mumbai where a similar campaign had been carried out earlier.
The PSI release said that the objective of the campaign was to "increase the self-risk perception among those who visit non-commercial partners".
The findings on the campaign's impact came out of a sample of 1,751 males in the age group of 18-34 years before the campaign, and 1,677 males in the same age group after the campaign.
A PSI official said that working class males such as auto rickshaw drivers and fishermen made up the sample.
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