Dentsu Communications Delhi has been assigned the creative duties of TSG-NACO (Technical Support Group of National AIDS Control Organisation) for condom promotion. Dentsu Communications would be handling NACO’s national behaviour change communication campaign for the promotion of condom usage through the Technical Support Group (TSG) of NACO, which is in turn supported by the Bill & Melinda Gates Foundation. The account size is huge, but the client refused to divulge the figure.
“Our communication task is to make condom usage not only a socially accepted habit, but also a part of daily life,” said Nagendra Chaudhary, Director, Dentsu Social, who will spearhead the work on the campaign.
The multi-agency pitch took place in June 2008, that saw the participation of Mudra, RK Swamy BBDO, Dentsu and another agency whose name couldn’t be ascertained at time of filing the report. The pitch involved three rounds of presentations.
NACO-TSG has taken measures to ensure that people at the risk of HIV/AIDS have equal access to quality health products such as condoms. By fostering close collaboration with private sector marketing companies, social marketing organisations, NGOs, various ministries, self-help groups, faith-based organisations, and core communities, NACO-TSG hopes to improve access and accountability of these services. It stands committed to building an enabling environment wherein those infected and affected by HIV play a central role in all responses to the epidemic – at state, district and grassroot levels.
Rajib Sinha, Communication Manager, NACO-TSG, said, “I feel the campaign and strategy that Dentsu has devised has a lot of potential, not only to encourage but also enlighten the masses, and is a step towards normalisation of condom buying and usage.”
He added, “The account would be a 360-degree initiative involving print, TV, radio, outdoor, PR and events.”
The campaign will be handled as a national business of Dentsu Communications, receiving support from all its offices in Delhi, Bangalore, Chennai, Kolkata and Mumbai.