The socially inclined media company, Out-Of-Home Media, has reinitiated its AIDS Awareness Campaign on its screens across India, to mark the ongoing AIDS Awareness Week. Every year AIDS Awareness week is marked around the world during the last week of November. The campaign beginning from 1st December, 2008 will run for one week, under the OOH Cares (OOH Media’s on-screen property dedicated to Public Service Message). The campaign is aired across 5000 screens across all 12 cities including Mumbai, Delhi, Bangalore, Chennai, Pune, Hyderabad, Ahmedabad, Lucknow, Chandigarh, Nasik etc. to spread the message.
The campaign consists of four creatives and celebrity icons have been used to spread the message of ‘Prevent AIDS’. The objective behind the campaign is that there is a thin line between life and death i.e. + and – (depicting HIV + and HIV-) the deadly virus which causes AIDS. OOH Cares illustrates this is a ‘cause and effect’ creatives which communicate that ‘prevention is better than cure’.
The first creative of the campaign says, ‘There is a thin line between + and -, AIDS is fatal. Protect yourself against AIDS. To depict this message a green line lifeline (signifying heartbeat) runs along a normal course interjected by a red line (depicting death). The second creative spreads the message that there is a thin red line between safe and unsafe. Always use a condom. Always. The third creative shows a world map filled with red color from a syringe marked HIV+ implying that the world is slowly being infected with the virus spreading through the use of infected syringes. Lastly, the fourth creative shows a close-up of red sindoor filled in the forehead line of the bride. The sindoor is gradually wiped off depicting death due to AIDS. The idea behind this creative is to make people aware that couples must get an HIV test done before marriage.
To render an impetus to AIDS campaign, OOH Cares has roped in Bollywood Biggies to send out the message to people as celebrity value is quite high especially for social cause related messages. An info-nugget of AIDS is used per celebrity to combine star power and value of information. A total of 10 audio vignettes are created each featuring the celebrities including Amrita Rao, Tusshar Kapoor, Mahima Chaudhary, Shakti Kapoor etc. The idea is to take the message to the common man and hence a mix if hindi and English speaking celebrities has been used to ensure the message reaches to maximum people and they can take home a valuable message to act upon.
AIDS Awareness Weeks focus is to increase awareness of HIV/AIDS, reduce the discrimination faced by those infected or affected by HIV/AIDS, and to promote safer sex practices.
Launched in May 2007, OOH Media in India’s largest digital OOH TV company with over 5000 screens in variegated locations including corporate parks, malls, multiplexes, residential complexes , gyms, salons, bookstores, restaurants across 22 cities in India. OOH Media functions on the philosophy of ‘wait marketing’
wherein the LCD screens are placed at strategic locations like lift lobbies, common areas, escalators, cash counters, restaurants, gyms etc.