The response was phenomenal. The mass media campaign that used television, radio, hoardings, bus panels and shelters, drew mass attention. Young people were listening and watching and calling the helpline with pertinent questions. The campaign created a buzz and drew people into discussion on HIV/AIDS.
Correct information was disseminated and the communication it imparted through games and comics proved to be hit. The end of the campaign restored Ajay’s faith in the youth.
He knew that there was hope and that the future of the country’s health status was secure in the hands of its young citizens.
The only panacea for this was helping and supporting them in making responsible decisions.
When people are young, the world seems full of endless possibilities - almost like an undiscovered gift waiting to be opened.
Youth are often open to experimentation, living life to the fullest, without the fear or worry of any reprisals. Risks, especially those that can change the course of lives are often undermined.
Ajay had just volunteered to spread awareness about HIV/AIDS.
Though he enjoyed his job, he was perturbed when people dismissed him as being too young to be imparting information, or when someone had died of HIV/AIDS. Ajay was handed charge of the ‘Jawan hoon nadan nahin’ campaign supported by Avert Society (with technical assistance from JHUHCP). The campaign was aimed at mobilizing and educating youth about the risks of HIV.
Youth, especially teenagers are known to be skeptical about messages on HIV prevention, and Ajay had his doubts about effectively reaching them. He knew only too well, that you learn about life only when you closely experience pitfalls – like feeling helpless while losing a best friend to AIDS.
Those are times when the determination to inform and equip everyone with information that will save their lives is just overwhelming.
Ajay knew that this campaign was tough, but he had resolved to overcome any hurdles in the way of its success. He was confident of his work in spreading knowledge about HIV/AIDS, and wanted to make sure that the short attention spans of youth are addressed appropriately. Success was an important benchmark to him and his colleagues, who also toiled hard on the campaign.
Ajay had decided that it was important for myths and misconceptions to be addressed. A multichannel campaign integrating and using mass media along with mid-media and interactive edutainment methods like games and comic books were designed to reach the youth.