Bindaas, UTV’s youth channel, is playing a key role in spreading the message of prevention of AIDS in India. As part of this initiative, the channel is airing The Three Amigos, a series of 20 multi-award wining public service announcement (PSA) spots designed to stop the spread of HIV/AIDS. The animated condom spots run 10 times a day on the channel, making a substantial contribution towards stopping the spread of
The Three Amigos is an international campaign and a Canadian-South African co-production involving a large volunteer effort from over 80 international animation
professionals. Indian-born Canada-based Firdaus Kharas is the director and producer of the series. The animated PSAs star three animated characters to deliver a serious message encouraging the principle that condoms are our friends or amigos.
Zarina Mehta, CEO, Bindass, said, “We are very excited about The Three Amigos
being aired on Bindass. These spots support India’s efforts to prevent the spread of HIV/AIDS and we believe that these engaging messages will substantially contribute towards encouraging responsible behaviour amongst our youth audience.”
Kharas said, “I am absolutely delighted to have Bindass as our broadcaster in India. Their target audience is perfect for this campaign and I salute their contribution towards stopping the spread of this deadly disease in India. Already, India has well over 5 million HIV positive people, a number that is expected to grow significantly. Bindass is
literally saving lives by donating their airtime to air this campaign.”
The Three Amigos has received 30 international recognitions and widespread acclaim, including the prestigious Peabody Award, received recently by Kharas. Nobel
Laureate Archbishop Desmond Tutu is a strong supporter of the project and has called the PSAs ‘a powerful communicating tool’ and ‘an outstanding contribution to the campaign against HIV’.
The PSAs have been re-created in 41 languages, including English, Hindi, Punjabi, Tamil, Bengali and Urdu.