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Lodestar UM bags PSI’s ‘Project Axshya’ & ‘Freedom 5’

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Lodestar UM bags PSI’s ‘Project Axshya’ & ‘Freedom 5’

Population Services International (PSI) has appointed Lodestar UM to handle media mandate for PSI initiatives, Freedom 5, which is an intra-uterine device for women and Project Axshya, which is an awareness drive around tuberculosis. The win comes in the wake of a multi-agency pitch.

Some of the other agencies in the pitch were MediaCom, Maxus and Carat.

Monica Bakshi, Communications Director, PSI (India) said, “We have previously partnered successfully with Lodestar UM on other behaviour change communications campaigns, and are happy to have them on board to add media teeth to these important pan-India initiatives.”

The Freedom 5 communication seeks to bring about a behavioural change amongst married women in adopting proactive measures to avoid unplanned pregnancies. PSI intends to use its network of doctors across key markets to interact with this target audience and bring actionable change in perceptions.

The tuberculosis awareness campaign seeks to raise self-risk perception of the disease amongst the general population, and specifically targets adults between the ages of 15-54 years from the C and D socio-economic groups.

Anamika Mehta, COO, Lodestar UM said, “Our endeavour is to create insightful ideas with a watchful eye on driving immersive communication experience in order to drive perception change. This is a huge responsibility and we look forward to partnering with PSI.”

“In India two people die of tuberculosis every three minutes, and yet a majority of the population do not feel they are at risk from the disease. It is important to communicate that anybody can get TB, treatment is free and that an affected person must complete the full course of treatment. The first phase of the campaign highlights the urgency to get tested for TB, if one has a cough for two weeks or more,” Bakshi explained.

Lodestar UM will be responsible for planning, buying and implementation across all mainline media i.e. TV, print, radio and outdoor. The campaign on tuberculosis has already been initiated in March 2012 while the Freedom 5 campaign is slated for release in May 2012 and will cover large markets pan-India.

Anindya Ray, Vice President, Lodestar UM said, ‘We are happy to be appointed as the AoR for the PSI campaigns against tuberculosis and in driving demand for Freedom 5. We look to maximise the efficacy of the campaigns through use of appropriate tools and research-based intelligence in order to push specific action.”

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