TSG-NACO (Technical Support Group of National AIDS Control Organisation) has assigned its creative duties for condom promotion to Dentsu Communications Delhi.
Dentsu Communications will be handling NACO’s national behaviour change communication campaign for the promotion of condom usage through TSG-NACO, which is in turn supported by the Bill & Melinda Gates Foundation. Although the client refused to reveal the figure, the account size is huge.
Dentsu won the account following a multi-agency pitch in June 2008 that included Mudra, RK Swamy BBDO and another agency whose name has not yet been ascertained. The pitch involved three rounds of presentations. NACO has confirmed that a media pitch involving Mindshare and Madison is currently underway.
Nagendra Chaudhary, Director, Dentsu Social, who will spearhead the work on the campaign, said, “Our communication task is to make condom usage not only a socially accepted habit, but also a part of daily life.”
TSG-NACO has taken measures to ensure that people at the risk of HIV/AIDS have equal access to quality health products such as condoms. TSG-NACO hopes to improve the access to and accountability of these services by fostering close collaboration with private sector marketing companies, social marketing organisations, NGOs, various ministries, self-help groups, faith-based organisations, and core communities. It aims to build 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, TSG-NACO, 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 explained that, “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 and will receive support from all its offices in Delhi, Bangalore, Chennai, Kolkata and Mumbai.