ADVERTISEMENT EVALUATION STUDY Evaluation of entire campaign Client

ADVERTISEMENT EVALUATION STUDY Evaluation of entire campaign Client Name Presented By Project No. Date 1 : PSI : Taylor Nelson Sofres Mode : 111121 : March 19 th, 2003

Background …. (1) PSI has launched a series of advertisements based on an imaginary character “BALBIR PASHA” The objective of the campaign was to (a) increase the risk perception among those who have sex with non-spousal partners without using condoms (b) increase consistent condom use. A teaser campaign was launched in the beginning to generate curiosity among the target group. This was expected to cut through the clutter & to create interest in the campaign 2

Background …. (2) • • The entire media campaign was through ………. . TV, Press, Hoardings, Radio • 3 There were three theme executions, one each to address - nonspousal ‘regular’ partner, expensive/healthy looking women and not using condom when drunk In order to assess the effectiveness of their campaign a comprehensive research study is being done

Background …. (3) The study consisted of four parts Ø Part 1 -Baseline Information (sample size of 300) (9 th – 11 th Nov) Ø Part 2 -Evaluation of Teaser (sample size of 100) (24 th Nov) Ø Part 3 -Evaluation of First Theme (sample of 1000) (21 st-26 th Dec) Ø Part 4 –Evaluation of the Whole Campaign sample size of 1500 ØMales- 1000: Feb 14 th – 24 th Ø Females 300: Feb 18 th - Feb 26 th ; 200 : March 11 th -16 th This presentation is on the findings of Part 4 4

Study Design The data was collected in the form of a structured questionnaire The target group was Ø Males & Females Ø SEC C, D, E 1 Ø Age Group (18 -34 years) Ø The interviews were street intercepts for males and household for females Ø A list of 20 starting points were chosen randomly for household survey of females 5

Study Design…(2) The areas where the street intercepts were done are 1. Kamathipura 2. Falkland road 3. Kennedy bridge 4. Jamuna Mansion 5. Pavwala lane 6. Ghatkopar 7. Malad (Malavani) 8. Bhandup (Sonapur) 9. Worli 10. Vashi 6 All the areas are known to be red light areas

RECALL OF ADVERTISEMENT 7

Advertisement Recall - BALBIR PASHA Males 978 Females 511 Spont Recall of Balbir Pasha among Top 5 Ads 23 0 Total recall of Balbir Pasha ads after Health ads 25 1 Total recall of Balbir Pasha ads after HIV/AIDS 62 18 Total recall after aiding with Balbir Pasha 90 % 61 Base : All Recall in top 5 ads for some major brands. Lux-22, Pepsi-28, Hero Honda-10, Thums Up-16, Colgate-18 A fifth of male population recall the ad as in the top 5 ads and two- thirds recall it spontaneously after aiding with HIV/AIDS. The total aided ad recall is almost universal. Almost a fifth of female population recalling Balbir Pasha after aiding with HIV/AIDS 8

Recall of Balbir Pasha Ad Males Females Base : All 898 308 Teaser line recalled 73 62 Theme 1 recalled (Alcohol) 58 40 Theme 2 recalled (Manjula) 52 27 Theme 3 (Health) 36 21 Saadhan helpline 19 18 Theme 1 and Theme 2 ads are most salient 9

Recall of Balbir Pasha Ad (2) Males Females Base : All 308 Teaser line recalled 73 62 Theme 1 recalled (Alcohol) 58 • Balbir Pasha in drunken state 26 • Balbir Pasha forgets to wear condom under influence of alcohol 16 • 2 -3 person talking in a bar and drinking liquor 11 • A drunken person(Balbir Pasha) forget to use condom 11 • Two person talking and drinking liquor 8 10 898 40 20 12 -

Recall of Balbir Pasha Ad Males Base : All 898 308 Theme 2 recalled (Manjula) 52 27 • Balbir Pasha and Manjula 21 6 • Balbir Pasha and Manjula sitting by the Sea 17 - • Balbir Pashas regular was Manjula 9 10 • Manjula regular was many 9 - • Manjula shown 11 Females - 8

Recall of Balbir Pasha Ad Males 898 Females 308 Theme 3 (Health) • Balbir Pasha and Manjula sitting by the Sea • One man shown with a woman sitting at Beach side • Balbir Pasha keeps contacts with healthy women only • Balbir Pasha with a CSW 36 17 13 - 21 4 10 2 2 Saadhan helpline • Balbir Pasha Has lost himself ( Balbir Pasha to Bhatak Gaya) 19 18 9 9 • I don’t want to be Balbir Pasha • Telephone number of Helpline 5 2 7 - • Balbir Pasha Aapani Raha Batak gaya hai Aab sahi Raha kya 2 - Base : All 12

What was learnt Males Base : All 898 308 Condom Usage 58 32 • Without condom do not do any wrong intercourse 22 9 • • Always use condom 16 Without condom do not do any wrong intercourse with any other unknown woman 13 9 • By using condom we can prevent AIDS 7 1 • In alcholic mood do not go to CSW 1 - • Without using condom we will get AIDS 3 - AIDS is serious 23 13 • 13 Females AIDS is dangerous and deadly disease 17 4 • Beware of AIDS 8 10 7

Source of media for Balbir Pasha Ad Males Females Base : All 898 308 Hoardings 63 74 Posters in train 85 42 TV 65 47 Newspaper 55 18 Radio 29 13 Cinema hall 30 9 Leaflets 4 - Magazine 7 1 By the end of the campaign posters in train were noticed the most by males. Hoarding and TV ads for Balbir Pasha also had high visibility. 14

Opinion of Balbir Pasha Ad Males Females Base : All 898 308 Interesting and useful to large extent 74 46 Interesting and useful to small extent 24 29 Not interesting and useful 2 10 Reason for finding the ad Interesting and useful to large/small extent Male Base: those found interesting Large/small 871 234 Gives information on AIDS is a serious and deadly disease Advertisement is good 15 Females 57 16 9 55 5 7

Opinion of Balbir Pasha Ad Male Female Base : All 898 308 Disbelieve 3 5 Neither believable nor unbelievable 8 17 Believable 88 64 - 14 Dk/Cs --------------------------------------------Talked to someone else 54 43 The ad was credible to most. It also generated interest as they talked to others about the ad 16

Opinion of Balbir Pasha ad Base : Females 898 123 Society will be more aware of HIV/ AIDS • Agree 93 • Disagree 6 • Dk/cs 1 17 79 15 4 The advertisement is offensive to women • Agree 54 • Disagree 42 • Dk/cs 3 % Males 27 65 7 Though the ad campaign was considered to be offensive to women by many, there was universal agreement that it will generate awareness about the HIV/ AIDS issue

RISK PERCEPTION AND BEHAVIOR AMONG MALES 18

Risk perception – All Respondents Benchmark Base : All Final Track 299 % 978 Going to expensive CSW’s does not 50 72 reduce risk Using condoms half the times does not 43 51 reduce risk Going to healthy looking CSW’s doesn’t 39 56 reduce risk Having sex with fewer women 26 8 reduces risk Using condoms all the times reduces risk 80 67 a lot Significant increase in risk perception with Healthy expensive CSW’s. Also sex with fewer women not associated with reduced risk 19 Possible that solution efficacy of condoms slightly reduced as AIDS issue gets highlighted

Risk perception – Those going to CSWs Non-Usage of Condoms with CSWs Benchmark Final Track Base : All 147 465 High Risk 78 87 Medium Risk 6 12 Low Risk 5 1 No Risk 10 Significant change in risk perception with CSW’s 20 %

Risk perception – Those going to CSWs Non-Usage of Condoms with NCP Benchmark Base : All 147 Final Track 465 High Risk 17 43 Medium Risk 19 23 Low Risk 53 26 No Risk 11 7 Significant change is noticed in the risk perception of unprotected sex with NCP’s (among those visiting CSW’s) 21 %

Risk perception – Those going to NCPs Non-Usage of Condoms with NCP Benchmark Final Track Base : All 43 248 High Risk 11 23 Medium Risk 26 20 Low Risk 49 26 No Risk 15 31 Increase in risk perception but not to the same extent as with CSW’s 22 %

Risk perception – Those going to NCPs Non-Usage of Condoms with CSW’s Benchmark Base : All 43 Final Track 243 High Risk 39 86 Medium Risk 20 11 Low Risk 30 2 No Risk 12 1 The risk associated with unprotected sex with CSW’s increases tremendously among those with NCP’s 23 %

Condom usage with CSW’S Benchmark Final Track Base : Those answered CSW section 147 465 Used condom last time 87 92 There is a significant increase in claims about the use of condoms with CSW’s 24 %

Attitudes towards condom usage with CSW Used condom in last 90 days Base Every time Most of the time Sometimes Never Intention to use next time Benchmark 125 76 9 11 4 Final Track 426 82 7 5 - 86 90 Consistent use of condoms also has shown a significant increase 25 %

Condom usage with NCP’s % Benchmark Final Track Base : Answered NCP section 43* 248 Used condom last time 15 63 Intention to use next time 41 77 Signifcant increase in usage of dondoms with NCP’s is noticed * Low base 26

RISK PERCEPTION AND BEHAVIOR AMONG FEMALES 27

Risk perception – All Respondents All Base : All Having sex with fewer men 511 % Aware Not Aware 308 203 reduces risk 17 21 10 Using condoms all the times reduces risk a lot 59 66 48 Using condoms half the times does not reduce risk 29 34 20 Having sex with healthy looking men doesn’t reduce risk 33 38 26 The respondents’ perception of risk reduction is significantly better among those who recalled ad 28

Risk perception – Non-Usage of Condoms with NCP % All Aware Not Aware 511 308 203 High Risk - - - Medium Risk 2 2 2 Low Risk 12 12 12 No Risk 73 76 68 Dont Know/Can"t Say" 13 9 19 Base : All Majority feel that there is no risk with unprotected sex with NCP 29

Risk perception – Non-Usage of Condoms with CSWs All Aware Not Aware 511 308 203 High Risk 15 16 15 Medium Risk 15 18 11 Low Risk 11 12 9 No Risk 36 36 35 Don’t know / Can’t Say 23 18 % 30 Base : All A third of the women feel that men having unprotected sex with CSW’s are not at risk 30

Marital status % All Base : All Aware Not Aware 511 308 203 Single never married 40 20 Currently married 62 54 74 Divorced 3 3 2 Widower 31 32 3 3 4

Condom usage with husbands % All Base : All Married women Last time used Yes No Usage in the past 12 months Every time Most of the time Sometimes Never Aware Not Aware 322 171 151 25 75 18 82 2 7 43 48 10 34 56 22 78 1 8 30 52 Condom usage with husbands very low 32

Extra Marital Sex % All Base : All Married women Aware Not Aware 322 171 151 14 86 6 94 Ever had extra Marital sex in last 12 months Yes No Average no of partners = 1 33 10 90

Condom usage in Extra-Marital Sex % All Not Aware Base : Had Extra Marital sex 31 23 8 Last time used condom Yes No 73 20 72 28 75 20 Usage in the past 12 months Every time Most of the time Sometimes Never 34 Aware 26 20 38 16 30 18 37 16 15 27 40 17

Pre Marital sex % All Aware Not Aware Base: Unmarried women 154 117 37 Ever had sex 49 51 41 Ever had sex in last 12 months 34 35 51 Average no of partners = 1. 1 Pre marital sex is high 35

Condom usage in Pre-Marital sex % All Aware Not Aware Base : Had Pre Marital sex in past 12 months 57 45 12 Last time used condom Yes No 72 28 77 23 54 46 Usage in the past 12 months Every time Most of the time Sometimes Never 52 18 21 8 58 21 13 7 31 9 48 11 Claims about last time usage very high 36

Condom use for non spousal sex % All Not Aware Base : All having non-spousal sex 103 78 25 Last time used condom Yes No 73 27 77 23 62 38 Usage in the past 12 months Every time Most of the time Sometimes Never 37 Aware 41 21 28 9 46 23 21 8 26 14 49 11 Claims about last time usage is very high. Claims about regular usage higher among those aware of campaign

SAADHAN HELPLINE 38

Awareness of Helpline % All Base : 978 • Aware 19 • Not aware 81 ----------------------------------------------Name of helpline All Base : those aware 221 AIDS section • Sadhan helpline 28 • PSI - More than a fourth aware knew the name of the helpline 39

Unaided Recall of services Base : 40 221 • Information on HIV/AIDS • Information on Sexually Transmitted diseases/Garmi ki Bimari • Referrals for a Doctor for HIV/AIDS • Referrals for a Doctor for Sexually Transmitted diseases/Garmi ki Bimari • Testing for HIV/AIDS • Testing for Sexually Transmitted diseases/Garmi ki Bimari • DK/CS % All 68 35 11 6 20 6 7 Expectations mainly limited to information. Awareness of STD testing low.

Aided Recall of services Base : • Information on HIV/AIDS • Information on Sexually Transmitted diseases/Garmi ki Bimari • Referrals for a Doctor for HIV/AIDS • Referrals for a Doctor for Sexually Transmitted diseases/Garmi ki Bimari • Testing for HIV/AIDS • Testing for Sexually Transmitted diseases/Garmi ki Bimari • DK/CS 41 221 100 79 40 43 49 38 8 % All

Perception of service % Base : • Calling this telephone service will help people resolve their problems 87 • This telephone service will keep all the information I give them confidential 52 • Will provide accurate and complete information 42 All 221 76 High belief in helpline as solution provider but question marks on confidentiality

Know Anybody who called Base : • Yes • No 221 5 94 One in every twenty respondents among those aware knew a person calling. 43 % All

If likely to call in future Base : 221 • Will surely call in the future • May or may not call in the future • Unlikely to call in the future 7 60 32 Only a third aware have ruled out the possibility of calling in the future. Though only one out of fourteen have expressed a definite intention to call 44 % All

Conclusion • The campaign has generated extremely high levels of awareness and interest. Being recalled by a fourth. • For a new campaign to be recalled by a fourth of the respondents in the top 5 is a very significant achievement. Other brands which have been recalled among top 5 have been consistently advertising for the last many years. • All themes being recalled with Theme 1 (Alcohol) being recalled the maximum. • The ads for helpline also being recalled by a fifth 45 • The advertisement is found to be useful and interesting by a majority of people

Conclusion… (2) • Risk perception of unprotected sex with NCP’s and CSW has increased significantly • However sexual behavior and condom use has changed only for CSW’s 46

Conclusion. . 3 l l Good recall of name. l Intent to call the helpline quite good. l However, question marks about confidentiality of information given to helpline. Hence, confidence building required. Possibility calling it a ‘confidential’ helpline to stress on this aspect. l 47 Reasonable awareness level for helpline. No negatives.

Conclusion… 4 • Ad recall is fairly high among women • Those recalling the ad are more knowledgeable for risk perception • Condom usage for non spousal sex is high 48

THANK YOU 49