In 2002, Population Services International (PSI) has been made to counter the growing HIV / AIDS epidemic in India. Sanjay Chaganti, program director for HIV / AIDS in India, PSI, to decide on the best communication strategy for achieving this goal. Prior to this date, most efforts consisted of on-the-ground efforts PSI staff, but am considering Chaganti significant portion of the provocative campaign of mass media advertising. The campaign will be the fictional character - Balbir Pasha. At one extreme, the campaign will affect that target population and lift barriers to safe sex. At the other extreme campaign can be controversial, ineffective and waste valuable resources. "Hide
by Elie Ofek, Peter Wickersham Source: HBS Premier Case Collection 20 pages. Publication Date: September 24, 2006. Prod. #: 507032-PDF-ENG
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