Technical Support Group of the National AIDS Control Organisation (NACO-TSG) has appointed Dentsu Communications as its creative agency for its condom promotion initiatives.
Dentsu won the account following a multi-agency pitch, which involved agencies such as Mudra and RK Swamy/BBDO. The size of the account could not be ascertained. However, NACO had confirmed that a media pitch involving Mindshare and Madison, among others is on.
Dentsu Communications will handle NACO's national behaviour change campaign to promote use of condom in association with the Technical Support Group (TSG), supported by the Bill & Melinda Gates Foundation.
According to him, the campaign and strategy that Dentsu had devised during the pitch process has a lot of potential, not only to encourage, but also enlighten the masses.
In an official communiqué, Nagendra Chaudhary, director, Dentsu Social, says, "Our communication task is to make condom use not only a socially accepted habit, but also a part of daily life."
Though the campaign will be handled as a national business of Dentsu Communications, receiving support from all its offices in Delhi, Bengaluru, Chennai, Kolkata and Mumbai, Chaudhary will spearhead the work on the campaign from the Delhi wing.
The media mix for the campaign will include traditional media, such as print, TV and radio, and mid-media activities, such as rural campaigns and activations.
For the record, NACO-TSG has taken measures to ensure that people at 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 the 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 the state, district and grass-root levels.