Think Negative to fight against positive

By afaqs! news bureau , afaqs!, New Delhi | In Media Publishing | October 28, 2009
Initiated by Dainik Bhaskar group, the 'Think Negative' contest is aimed at creating print communication to spread awareness about AIDS

Launched in 2006, the 'Think Negative' contest invites entries in English and Hindi, which can be used in print to create awareness about preventive measures against AIDS and humane treatment of AIDS patients.

The contest that was open only to professionals until last year, now has a separate category that is open to amateurs as well. The contest was launched initially to create awareness about AIDS amongst readers of Dainik Bhaskar in states such as MP, Chhattisgarh, Gujarat, Rajasthan, Haryana, Punjab, Chandigarh and Delhi.

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Supported by AAAI, Ad Club Mumbai, DNA, Divya Bhaskar, My FM and, with afaqs! and The Brand Reporter as the trade media partners, the contest, unlike last year, has two clear themes.

"Theme 1 seeks creatives, which promote protective measures towards prevention of AIDS - such as not sharing syringes or needles for any medical purposes, use of condom, saying no to multiple sex partners, checking blood before transfusion or before marriage. Theme 2 is to promote the humane treatment of AIDS patients and to educate people that AIDS does not get transmitted by holding AIDS patients," says Sanjeev Kotnala, vice-president mar-comm at Bhaskar Group.

Last year, the company received a healthy response from individual professionals and agencies. This year, it expects to receive more than 300 entries. Both professionals and amateurs can submit their entries by November 20, 2009.

To create a buzz around the contest, Dainik Bhaskar has chosen to reward the winning entries with a cash prize. It has also brought in a mascot called 'Idea Baba', whose role is to reach out and inspire people to participate in the contest.

"The winning entry will be the one that can create an ad, which not only makes a difference to readers' perception, but also generates empathy and action to fight against this deadly disease," says Kotnala in an official statement.

The entries in the amateur category will be judged by the editorial team of Dainik Bhaskar; while those in the professional category will be judged by an eminent jury, comprising senior members of the advertising industry. The judging will take place in Mumbai on November 25; and the results will be declared on December 1, International AIDS Day.

Last year, Manish Gupta, creative director of Srijan Advertising, won the contest. His entry depicted the bio data of a person who is looking out for a perfect match; and one of the details he mentions in the bio data is that he is HIV Negative.