Breakthrough will launch a three-year multi-media campaign and education initiative in February 2007 to reduce the stigma and discrimination experienced by women living with HIV/AIDS.
Breakthrough will use a '360 degree approach' in mass media to optimize the outreach capacity of their platforms. Nine TV spots, nine print ads (magazines and newspapers), nine radio ads, one music video, and outdoor media products such as posters will be produced and disseminated at the national level. In addition, they will develop radio programming that is region specific. The media campaign is bolstered by a pro bono media partnership with Ogilvy & Mather.
Education and Training:
Over three-years, Breakthrough will conduct a total of 84 trainings and follow-up workshops to reach 2,520 participants across three states: Uttar Pradesh, Karnataka and Maharashtra (the latter two are high prevalence states). We have created partnerships with the Networks of Positive People in all three states, as well as with community based groups operating in small towns and rural areas to maximize our reach. Further, the implementation of youth education program will enable 40 young adults whose resulting leadership will affect thousands.
Proven studies and Breakthrough's own formative research have shown that HIV positive women are often either blamed for their husbands' illnesses or expected to nurse their positive husbands' illnesses, and are in many cases expelled from the marital home once their spouse dies.
Building on the success of an earlier multi-media campaign, What Kind of Man Are You?, Breakthrough broke the silence on the nexus between gender-based discrimination and HIV/AIDS. Breakthrough reached more than 75 million people through pro bono partnerships with television, radio and print outlets, as well as movie theaters, billboards and bookstores. The campaign, created pro bono by McCann Erickson, won a silver and bronze medal at the 2006 Advertising Agencies Association of India Awards.
SEEKING: financial resources, implementing partners, best practices information, media and marketing assistance.
OFFERING: partnership opportunities for implementation, as well as shared learning tools and best practices information, including case studies on methodology and implementation