2009PSI India Case Study

INTRODUCTION

India has one of the highest numbers of people living with HIV/AIDS, second only to Africa. Despite

having only a 1% national prevalence rate of HIV, its large population of a billion gives it this dubious honour. A

mere increment in the prevalence rate automatically translates into a large increase in HIV cases. This is where

Population Services International (PSI) India, headed by Sanjay Chaganti, hopes to make a difference by steering

India away from a national disaster. PSI India believes that this can be achieved by bringing AIDs into the social

consciousness and promoting safe sex practices.

PSI India currently promotes safe sex in two ways. The first way is through social marketing of condoms.

The second through the deployment of Interpersonal Communicators (IPCs) who educate sex workers by

personally speaking with them about HIV/AIDS and encouraging the practice of safe sex.

However, through interviews with sex workers, PSI India learnt that many of the men (the clients)

preferred not to use a condom and needed education about safe sex practices. PSI India intends to pursue this

insight by developing a program specifically targeting males who frequent sex workers to encourage the

practice of safe sex. To this extent, it has identified some challenges to overcome, the most important of which

are (1) the misconceptions about the transmission of HIV; (2) the lack of open discussion about AIDS amongst

the population and opinion leaders; and (3) the lack of motivation for people to seek help regarding AIDS.

OPERATION LIGHTHOUSE

PSI India studied “HIV/AIDS” in 11 Indian port cities and found that these cities acted as the “ground

zero” for HIV/AIDS transmission throughout the nation. Based on the insights gleaned from the study, PSI India

conceptualized a behaviour change project called Operations Lighthouse to curb the spread of HIV/AIDS.

PSI India articulated the objectives of Operation Lighthouse (OPL, see Table 1) and secured $20 million

USD from USAID to fund the project over a 5 year term.

No. Objectives

1 Increase reported condom use among target population2 Decrease number of sex acts with non regular partners3 Increase correct STI diagnosis and treatment among target populations4 Increased number of outlets providing condoms and other HIV/AIDS products and

services available where and when the target populations need them2

5 A shift in the public environment that makes it more common for those at risk and the general population to talk freely and intelligently about HIV/AIDS

6 Significant policy and perspective shifts toward prevention and care and support from port management

Table 1 – Objectives of Operation Lighthouse

OPL would focus on high-risk male workers associated with the identified ports and reach them with

behaviour-change communications supported by condom social marketing.

PROBLEM STATEMENT

PSI India has identified mass media as the vehicle to achieve the project’s objectives. The mass media

campaign has the following objectives:

No. Objectives Goal

1 To increase the perception of HIV / AIDS risk from unprotected sex in non-regular partners by personalizing the message and creating empathy through identifiable real-life situations

Attitudinal Change

2 To generate discussion about HIV/AIDS among the target populations and opinion leaders in order to facilitate understanding and knowledge acquisition

Change Social Norms

3 To motivate people to access PSI’s HIV/AIDS Help Line and VCT services

Behavioural Change

Table 2 – Mass Media Campaign Objectives

PSI India solicited proposals from India’s leading advertising agencies and identified Lowe Lintas’ (LL)

proposal as its favourite candidate. Balbir Pasha (BP), a fictional character, is proposed by LL as a means to

provoke discussions about HIV/AIDS with the tagline question “Will BP Get AIDS?” However, lingering thoughts

remain about whether a mass media solution, versus the status quo of utilising IPCs, is the only means to

achieve the desired outcomes.

We propose an integrated marketing communications strategy that uses a mixture of media platforms

through a campaign driven by LL with other on-the-ground activities such as related events, IPC team (in

Mumbai), helpline and counselling and testing services. The proposal will be discussed in each area of an

effective marketing communications strategy: target audience, communications design, budget, marketing

communications mix and results measurement. We also propose longer term steps that PSI India can take,

beyond OPL, to further its social cause.

MARKETING COMMUNICATIONS STRATEGY

3

TARGET AUDIENCE

While PSI India has identified its target segment as male migrant workers between 18 and 34 years old,

we believe that this should be further expanded. The target segment should encompass all male personnel

working and living at or around the ports that could potentially be infected with or spread HIV/AIDS. We used

occupational segmentation to identify the various potential target groups (see Appendix I) and classified them

into risk groups according to their sex behaviour patterns.

From Chart 1 (Appendix I), the low risk categories account for slightly less than 50% of the total

potential market. To be effective, the riskier (medium to high) markets must be tackled first. Further, success in

these segments will have a domino effect on the population in reducing the prevalence of HIV/AIDS. Thus, low

risk categories should not be targeted.

Chart 2 (Appendix I) illustrates the gender profile of the riskier segment. It is clear that males account

for a large proportion of this group. Further, insights from Sanjay’s conversations with sex workers hint that

little can be gained by targeting women. Thus, women should be excluded from the target audience.

The age of this riskier, male group falls within the range of 20 to 45 years old as compared to PSI India’s

earlier target age group of 18 to 34 years old.

Therefore, the target market of OPL should be 20 to 45 year old males working as casual employed port

workers, sailors, port security, truckers, helpers, migrant labourers and blue collared industry workers.

COMMUNICATIONS DESIGN

The communications strategy should be customized to meet the objectives of OPL with the target

audience in mind. Objectives 1, 2 and 5 (Table 1) lend themselves to the use of mass media. Objectives 3 and 4

require increased resources in the form of STI clinics, shops as well as improving the condom distribution

channels by talking to potential retailers. Finally, Objective 6 has a specific target market (port management)

and best met by direct marketing and events (talks, seminars, roadshows etc) through IPCs.

Further, the use of mass media to address 5 barriers to the use of condoms (Table 3) will bolster the

effectiveness of the communications strategy to meet the project’s objectives.

4

No. Barriers

1 Trusting / Knowing a girl2 Lack of Pleasure3 She looks healthy4 Loyalty to one or two partners5 Lack of preplanning

Table 3 – 5 Key barriers to the use of condoms

Care has to be practised in shaping the communications strategy in India, where open conversations

about sex are considered taboo. The message should not be preachy or too informational while establishing an

emotional link with the audience. It should include the subtle use of fear and leverage on the credibility of PSI

India. Also, the focus of the communications package should be on the particular barriers to condom use, as

well as to impart good knowledge of the transmission modes of HIV/AID. The results from Table B and focus

groups (in the case) suggest that there is a good general awareness of the disease and its dangers.

Finally, the source that delivers the message is an important consideration. The key sources identified

are PSI India’s IPCs who have established rapport at the ground level. They are trusted by both sex workers and

migrant labourers. Another potential message delivery source would a likable personality - someone whom the

target audience looks up to – like a Bollywood celebrity, sportsman or a union leader. Further, the casting of the

source in the media campaign in a role that the target audience may relate to, for example the common port

worker, could be used to create empathy for a more effective message delivery. PSI India has narrowed the

choice for advertising agency to Ogilvy and Mather (O&M) and LL. Table 4 summarizes the Pros and Cons of

these options including an evaluation of each option’s effectiveness in meeting the mass media objectives (see

Table 2).

Given that majority of Indians, including many of those in the target audience, spend their free time on

media such as television, radio and film (cinemas), and ever imminent traffic jams have induced the growth of

billboards around the ports, the team believes that the use of mass media in the project will be very effective.

Pros Cons

Ogilvy and Mather’s Proposal

- Meets objectives 1- Can meet objective 3 with refining of the advertisement

- Costly to produce- Too direct- Difficult to meet objective 2

Lowe Linta’s

- Meets objectives 1 and 2-3rd person perspective which can engage people

- Costly to produce

5

Proposal - Can meet objective 3 with refining of the advertisement

Table 4 – Pros and Cons of PSI India’s 2 advertising agency options

The advertisements should be dubbed according to the local language of each port and sub-titled in the

Hindi language for viewers who do not know the local language. PSI India must note, however, that there might

be non-local truckers and migrant labourers who can’t read and understand the advertisements. But if open

discussion about HIV/AIDS is successfully generated (mass media objective 2), these workers will learn the

message of the advertisement through conversations with their peers.

Turning our attention to analyze the 2 advertising agency candidates, we believe that LL’s proposal is

much stronger than O&M’s. The latter’s proposal is too direct – India’s social norms would oppose

advertisements showing the middle finger and may offend the target audience and hence has a lesser chance of

engaging them. Furthermore, it does not address the 5 key barriers identified.

On the other hand, the BP character created by LL is a much better fit for the project. Via a fictional

character with whom the target audience may relate with, campaign objectives (Table 2) are met and the 5

barriers (Table 3) are addressed. Further, the BP storyline provides a convincing conduit for fear and persuasion

to be weaved into the message and creates an emotional link with the target audience. Though BP will not

meet objective 3 in the short run, this may be changed either by changing the message of the advertisements of

by other supplemental means in the long run.

A final point to note about communications design: while the use of IPCs to reach the entire target

market is not efficient, due to its limited reach when compared to mass media, we believe that value remains in

deploying IPCs, especially as a supplement to the mass media campaign. In particular, they are able to engage

the target audience personally, provide an additional source of information to the people (for example, those

who might have lingering doubts about the messages intended by the media campaign) and provide an on-the-

ground feel as to the progress of the project in meeting its objectives. They may create skits on the streets that

have direct participation of the target audience and create a buzz in the process of doing so. Further, their

6

roles may include engagement of port management and condom social marketing (not just to the target

audience, but to potential retailers as well).

Therefore, we recommend the use of the mass media and in particular, LL’s proposal, to reach the

target segment. This mass media campaign should be supplemented with other on-the-ground efforts,

including related events, helpline and counselling and testing services. Specific to Mumbai, the enhancement of

IPC efforts would augment the campaign’s reach. The details of this communications mix and its related budget

is discussed in the next section.

BUDGET AND MARKETING COMMUNICATIONS MIX

We calculate the total budget for the above mentioned program using objective-and-task method. The

target market of OPL project is male workers of medium to high risk status in India’s 11 major port

communities. The market size is estimated to be around 4.87 million people, based on various assumptions and

presented in Chart 1 (see Appendix 1).

PSI India’s Marketing Communications strategy should aim to reach 80% of this market size, or

3,899,600 people., with a top-of-mind recall for 25% of the prospects, or 974,900 people in total; followed by a

corresponding increased behavior change (see Measure Results)

In order to maximize the limited budget available for the entire OPL program, careful consideration is

given to the communications channels to effectively reach the target audience. A multi-prong strategy utilizing

both personal and non-personal communications channels is recommended. Similarly, an effective media mix

utilizing the various platforms is proposed.

The first platform is outdoor advertising, such as billboards and posters, in areas that are regularly

frequented by the target audience, to achieve high visibility and maximum impact. Large catchment areas

would include red light districts, movie theatres, bus and train terminals and rest-stops. The second media

platform is the use of television advertisements to reach the population of Mumbai. The main challenge of this

approach is the various dialects of the different migrant workers. In order to overcome language barriers, the

television campaign has to be executed across a comprehensive range of channels, dubbed in local dialects and

7

subtitled in Hindi, the main language in India. The television advertisements could also be used as movie

commercials as watching movies are a favourite pastime in India. Placing daily advertisements in the main

papers of Mumbai would also increase visibility of the campaign. Using print media gives the readers

opportunity to slowly digest the messages of the campaign at their leisure. The last proposed media platform is

radio. As a lower cost alternative compared to television advertisements, radio allows for higher frequency

messaging and helps to extend the TV, print and outdoor advertising messages to provide additional exposure.

Online media is not a proposed platform as our target audience is expected to have only limited access to

computer terminals or the Internet. Hence the Internet would not be where they consume information.

Marketing communications mix also includes the use of events, activities and public relations to

supplement the mass media campaign. In this case, the talking points provided by the media campaign will be

reinforced by events at red-light districts. In Mumbai, these events will be fronted by IPCs who would wear t-

shirts with the tagline “Will BP get AIDS?”. Depending on the success of Mumbai’s pilot, similar events would

be carried out in other ports. These events should be organized around the various themes of the different

advertisements and leverage the talking points raised by the BP campaign. The IPCs’ role would be to increase

visibility by wearing the t-shirts, engaging the target audiences through personal communication and by

handing out relevant educational pamphlets that deal with the current theme. The events would also provide

another distribution point for cheap condoms and enhance the target audience’s access to the product.

Engaging the media to cover the events would also provide credible coverage and raise the profile of the BP

campaign. It is proposed that the IPCs would engage port management to garner their support for Operation

Lighthouse as well as seed the path for a shift in company policies and perspectives toward prevention. Further,

the IPCs would engage potential retailers at the locales where the target audience congregate to expand

condom distribution channels in these areas. Potential retailers include petrol kiosks, magazine counters,

provision stores, and even condom vending machines in toilets (canvassing building/outlet management could

facilitate this).

Engineering other public relations opportunities would also increase awareness for the campaign. As

celebrities and sportsmen, especially cricketers, possess an almost deity-like status in India, the use of celebrity 8

role models to endorse the BP campaign would increase visibility and generate more talking points. Working

with the main organizers of various high-profile events such as Bollywood awards night, to encourage all

celebrities to the event to wear the red AIDS ribbon, would also raise the general awareness of AIDS. It is

anticipated that the above efforts would add to the reach and impact of the BP campaign.

Based on the information from Exhibit 5 (high prevalence states) and Exhibit 8 (major ports of India),

OPL’s mass media strategy should first target the twin epicenters of Maharastra and Tamil Nadu (four ports),

followed by four ports within the high prevalence states of Andhra Pradesh, Karnataka and West Bengal, and

lastly the three ports within the low-prevalence states of Goa, Kerala and Orissa (see Table 6). If the pilot in

Mumbai is successful, it will be fine-tuned according to post-campaign survey recommendations and rolled out

as planned. Twin epicenters, Maharastra and Tamil Nadu, with two-thirds of India’s HIV/AIDS cases, are

allocated the lion’s share of 50%.

No State Prevalence

No of ports

% of marcom budget

Total (USD) Notes

Pilot Maharashtra High 1 1,360,000 Pilot in Mumbai immediate post-effectiveness survey

Phase 1 Maharastra High 1 800,000 excludes production costs and IPC; assumes

20k/tvc for dubbing into local dialect

Tamil Nadu high 2 1,600,000Total 4 50 3,760,000

Phase 2 Andra Pradesh High 1 600,000Kamataka High 1 600,000

West Bengal High 2 1,200,000Total 4 32 2,400,,000

Phase 3 Goa Low 1 450,000Kerala Low 1 450,000Orissa Low 1 450,000

Total 3 18 1,350,000

Total 11 100 7,510,000Table 6 – Rollout strategy and budget allocation for media blitz

9

Funding sources for PSI are $20 million fund from USAID and revenue from condom sales 1. Budget

allocation for campaign roll-out is estimated in Table 6. The projected expense for the campaign’s initial

marketing communications efforts leave approximately $12.5 million of USAID funds for the next 5 years. This

amount excludes estimated annual revenue of S1.2 million from condom sales1. Together, money from both

sources will be used to meet PSI/OPL objectives via activities that include social marketing for condoms, set-up

of mobile VCT/STI clinics, provision of PPT for STI treatment, set-up costs for Help Lines and the training and

education of health care providers, IPCs and Help Line operators, amongst others.

For the pilot in Mumbai, the recommended media campaign strategy is to execute a 90-day media

blitz and ensure maximum reach of the target audience. The communications budget for the pilot in Mumbai is

estimated to be USD 1.36 million for a 90 day campaign (see Table 7). Similarly, it is proposed that the efforts of

the 90 day campaign are sustained over 5 years by (i) an increase of 20 (people) in the number of IPCs, which

costs in total approx. $480,000; (ii) billboards shown all year-round (with the content changed semi-annually)

which costs $68,400; (iii) newspaper ads, TV and radio commercials which are shown at lower frequency and

costs about $250,000; plus (iv) other activities including an immediate post-campaign effectiveness survey,

additional condom distribution points (improve access to condoms to support behavior change encouraged by

BP), other follow-up events, printing costs for additional educational pamphlets. Total cost of all follow-up

activities is estimated at $1 million or $200,000 per year for Mumbai.

A final note about marketing communications and PSI India’s condom social marketing efforts: we

recommend that this crucial activity continue, especially with a focus towards opening the distribution channels

for condoms to support the expected increase in demand for condoms due to OPL.

1 Estimating PSI’s revenue from sales of Nirodh & Masti condoms (PSI received 90% subsidy from the GOI for its condom distribution, but the difference in price between its condoms and commercial condoms doesn’t reflect this 90% subsidy, hence we expect much of this revenue can become PSI’s profit from selling condoms):

BrandAverage Annual Sales (millions)Approximate Unit Price(Indian rupees)Annual Revenue

(Million Rupees)Annual Revenue(USD)Masti43.84167143.84166667Nirodh25.558330.575*14.69604167Total58.537708331,197,090.15***P=average price

of Nirodh brands **Average Exchange Rate of 2002: 1USD = 48.9INR

10

Method Cost (USD)

per Suggested exposure

Total Cost (USD)

Note

Mass media production

100,000 production 600,000 5 productions targeting the 5 identified barriers, plus one

trailer35s TV

Commercial (series of 5)

300 spot 180 spots/ commercial; 50

spots/trailer

285,000 Each commercial runs for 18 days @10 times/day; trailer

runs for 5 days @ 10 times/day

Newspaper ads 500 placement 180 ads over 90 days

90,000 Two ads/ day, one in each of the two main language papers

Billboards 1,200 month 3 months 3,600 Over 90 day campaign

Movie commercials

100* Spot 900 90,000 Cost is estimated at 1/3 of tv budget; Projections based on

10 spots/day for 90 daysRadio 80,000* Campaign 80,000 Cost is unknown, estimated at

10% of tv budgetIPC 100 Week/IPC Original 15 IPC

plus extra 50 for 90 days

60,000 Increased coverage for campaign duration. Cost of the original 15 IPCs is covered by

Funding from Ford foundation (30,000-50,000 annually).

Events 100,000 Campaign 100,000 Projected

Posters and pamphlets

50,000 Campaign 50,000 Projected

Total 1,358,600**Table 7- Estimated communications budget for 90-day pilot campaign in Mumbai

*estimated

**assumption is that total cost includes media buy, creatives and production

The general trend of total numbers of condoms distributed or sold (both through free distribution and

social marketing) remained fairly constant between1995 to 2001 (see Figure 1). It can be seen that socially

marketed condoms are on a general uptrend while the opposite is true for free distribution of condoms. This

implies that current condom social marketing efforts from organizations such as PSI are “swapping” freely

distributed condoms for socially marketed condoms instead of growing the total quantity of condoms in the

market.

We expect a general uptrend for revenue from socially marketed condoms for PSI due to this “swap” as

well as the increased demand for condoms as the new marketing campaign for PSI takes off (we have, however,

remained conservative with our budget estimates of revenue from condom sales above).

11

0

200

400

600

800

1000

1200

1400

1 2 3 4 5 6

Years from 1995-2001

Nu

mb

er

of

Co

nd

om

s (

in m

illi

on

s)

Freely Distributed

Social Marketing

FD + SM

Figure 1- Trends of freely distributed and socially marketed condoms

The current estimates indicate that 3 million condoms are being distributed or socially marketed every

day on average. It would take a huge army of IPCs from all the NGOs combined to achieve such figures (almost

60000 IPCs if each IPC contacts 50 people per day every day of the year and gives or sells a condom to each of

these contacts). This has the following implications:

a. There may be “pressure techniques” employed in social marketing to sell more condoms which

might defeat the purpose of encouraging personal purchases of the condoms in the first place.

b. Freely distributed condoms may be indiscriminately given out (even to wrong target segments)

and the allocation of these resources needs to be refocused.

c. We may not be able to use this measurement as an accurate gauge of increased condom usage.

MEASURE RESULTS

PSI India should measure success based on the following indicators, namely: (1) Mass media target

audience recall rate and its suitability in the first pilot test Mumbai. (2) Pre and Post findings comparison from

men’s focus group, (3) HIV prevalence rate in India, (4) HIV prevalence rate of sex workers in Mumbai, (5)

Condoms usage in India.

As Mumbai is the pilot, Measurement 1 is critical to determine the impact and effectiveness of

campaign and appropriateness of media mix. Mumbai’s success sets the stage for the remaining ports and

determines strategic communications direction for roll-out. For example, is there is a need for new IPC teams

12

and IPC-fronted events in other ports? Firstly, PSI India must measure mass media target audience recall rate

and its suitability in the Mumbai pilot test. The effectiveness of the media campaign can be measure through

data collection from consumer surveys in aided or unaided forms. Some questions can include: “Have you

heard of BP, and from where?”, “On a scale of 1-5, how much do you like the commercial?” or “Has your

perception of HIV change in the last 6 months?” The results will go into making any necessary refinements for

the next phase of the project.

Secondly, the same statistics from the research studies conducted prior to OPL should be re-evaluated

to learn if there has been improvements pre and post campaign. Using focus groups, pre campaign research

findings show that the 2 age groups of men hold certain perceptions of sex with various profiles of women

(Table B). Post campaign, the same research must be conducted and the results will allow us to measure any

improvements/ decline in the same barriers.

For points (3) HIV prevalence in India, PSI India should keep track of changes in the rate of HIV

transmission in India. These data can be gathered via government health authority (possibility of riding on the

Sentinel program), or from HIV testing centres. If the campaign is effective, HIV rates should stay stable or

decline for the country as more Indians become aware of the situation and take preventive measures.

Point (4) measures the HIV prevalence rate of Mumbai sex workers. While we cannot expect prevalence

to go to zero, its spread can be slowed.

Point (5) relates to condom usage in India. If the campaign is effective, we expect increased condom

usage. These could be estimated by the growth rate of the entire condom category. However, it should be

noted that this measurement (as mentioned earlier in the report) is only a proxy to the actual condom usage by

the target audience. To bolster this measurement, IPCs should also suss out the ground in their conversations

with sex workers if there is a general trend towards more men using condoms.

IMPLEMENTING THE MARCOM STRATEGY

13

Given the complexity and difficulty to communicate about sex and HIV in India, it is critical to take a

long term approach because consumers need time to internalise the messages. The implementation schedule

for Mumbai’s pilot is summarized in Table 8.

The strategy is to blitz Mumbai across the various media platforms and augment the mass

communications with an additional 50 headcount IPC team (total of 65 workers) plus events and public

relations efforts. To sustain the interest generated by the 90-day blitz, the follow-up strategy post-campaign

includes maintaining a prominent billboard and poster presence, events and activities, and additional IPCs for

the next 5 years, amongst others.

Educational pamphlets will feature the Help Line number and “call to action” messages. For example,

“Do you know someone like BP? Call XXX for more information”.

Marketing Implementation

timeline:

Period 1/5 days

Period 2/ 18 days

Period 3/18 days

Period 4/ 18 days

Period 5/ 18 days

Period 6/ 18 days

Period 7/ next5 years

Trailer 90 day campaign Follow-up

Pre TVCIntroduce

BP

TVC Launch TVC 1 version 2 Version3 version 4 version5 Follow-up

Print Subtle communication Hard communication ”Radio Trailer Throughout, follows theme of TVC ”MVC As per TVC schedule – see Table 7 for media buy strategy ”Outdoor Billboards, posters (intense) ”On-ground IPC, events at red-light areas (intense) ”

Key Opinion Celebrities and

Port Union leaders’ endorsement Port Union eventsPSI Hotline Invite callers

Table 8 – Implementation schedule

MOVING FORWARD

PSI India’s mass media campaign and continued deployment of IPCs would set the stage for more open

communications about HIV/AIDS and condom use among Indians, and should change their targets’ behaviours.

Looking beyond OPL, PSI India should capitalize on the new found social openness to meet its long term goals.

Firstly, to motivate people to access PSI’s HIV/AIDS Help Line and VCI services, sequels to BP series

should be made in following years, to leverage the anticipated positive results of the campaign. New characters

14

can be introduced, for example, to educate people on available resources for HIV/AIDS-related consultation and

help.

Ideally, the BP series would evolve towards a “Tell a Friend, Tell a Loved One” theme as the population

becomes more at ease with having open discussions about sex. Innovative condom social marketing schemes

could also be adopted whereby members of the target audience are encouraged or even incentivized to market

condoms to their peers whilst educating them about safe sex practices.

Increased provision of STI and VCT services through clinics near port workers’ working areas would give

workers ready access. These services should be continuously monitored for quality and performance against

nationally benchmarked indicators.

We also propose enhanced training efforts, both in terms of quality and quantity, for health care

providers at PSI’s clinics and IPCs. Finally, as the message of safe sex becomes entrenched in India’s social

consciousness, PSI should target other modes of HIV-AIDS transmission such as intravenous drug use and

homosexual intercourse. This will contribute to a holistic approach towards solving the problem of increasing

HIV/AIDS prevalence in India.

Conclusion

OPL is but a part of the ongoing battle in India against a pervasive, though increasingly less unknown,

enemy. We recommend going forward with the BP campaign supplemented by continued deployment of IPCs,

improving the skill set of the IPCs, increasing the distribution and accessibility of condoms, creating new

manuals about HIV/AIDS and strengthening the HIV/AIDS helpline. OPL will focus on sowing the seeds by

educating the society and generating discussion through mass communications, paving the way for future

initiatives to reap the harvest.

15

Appendix I

Demographic Segmentation

Risk Total Size (absolute)

Total Size (percentage)

Risk Target

Final Target Size

Formally Emp Port Workers

Low 70,000 1 0 0

Families Low 3,972,500 44 0 0Migrant Labourers Medium 2,250,0001 25 2,250,000 2,250,000

Blue Collared Ind. Workers

Medium 2,250,0002 25 2,250,000 2,250,000

Casually Emp Port Workers

Med-High

150,0003 2 150,000 150,000

Sailors Med-High

20,000 0 20,000 20,000

Port Security (CISF) Med-High

4,5004 0 4,500 4,500

Truckers and Helpers High 200,000 2 200,000 200,000Sex Workers High 70,000 1 70,000 0Total   8,987,000 100 4,944,500 4,874,500

Table A – Demographics Segmentation (Total Size)

1

Estimates of the number of migrant workers

  Assumption SizeTotal Male population 50% of total India's Population 500,000,000Working age male population 30% of total male population 150,000,000 Working male population in rural areas 50% of male population 75,000,000 Total migrant workers 30% of working males 22,500,000 Total migrant workers in port areas 10% of total migrant workers 2,250,000

2 Equals number of migrant workers in port areas

3 Mean of the size estimate in the PSI Ports Assessment is used

4 Ibid.

Gender Size (absolute)

Size (percentage)

Male 4,057,000 98.3Female 70,000 1.7

Table B – Gender profile of riskier segment

16