Client: UNIFEM and the Indian Railways Phase-I

A communication campaign on equalizing gender relations in the context of the HIV/AIDS epidemic was held in the Vijayawada division of the South Central Railways in 2004.
Railway employees, many of whom travel and live away from home for long periods, are more likely to engage in high-risk behaviour, leading to the possibility of being infected with HIV/AIDS. The project was carried out with the aim of addressing this issue, which would help reduce the risk of HIV infection. This was done with the cooperation of the Railway Women’s Empowerment and the AIDS Prevention Society (REAPS).

Campaign Objective

The Communications Needs Assessment study reflected a significant schism between the  knowledge levels and behaviour patterns in relation to the adoption of preventive measures against the disease. The aim was to break the strong sexual stereotypes and provide a negotiating space for women. The strategy adopted was to address and involve men as a route to empowering women. Redefining masculinity and male responsibility was the focal point of the campaign.

Creative Strategy and Communication Materials

Posters, hoarding designs and a one-minute film were developed. The film, which had a 30-second edit version, depicted the typical masculine behaviour through the adventures of a man who has a macho image, but is concerned about the safety and well-being of his family and aware that risky practices can be dangerous. The message conveyed was that safety and security should come first. The same message was also reiterated and reinforced through the other components like posters and hoardings.

A comprehensive photographic documentation of this project was undertaken and all the     photographs were put together in an advocacy film titled ’The Changemakers’.  

GENDER AND HIV/AIDS

Client: UNIFEM and Indian Railways Phase-II

Taking over from phase I of the campaign, the project focused on the issues of safety and precaution and addressed risky behavioural patterns. This phase of the project, which was held during Nov’2005 - April’2006, aimed at informing and advising the population. It promoted the anti-retroviral treatment and made the population aware of the accessibility of voluntary counselling and testing centres (VCTC).

Campaign Objective: The campaign had the following aims.

• To make people aware of HIV/AIDS and understand the steps necessary for ahealthy life despite being HIV positive.
• To mobilize people at the ground level and involve them in the campaign.
• To promote safe sexual health among women.
• Promoting women’s safe sexual health.
• To create a demand for free antiretroviral treatment. The target audience was HIV positive people, trade union members, railway workers, school teachers, peer counsellors and VCTC counsellors.

Creative Strategy and Communication Materials:

A comic book was developed from the materials created by the participants in the workshop and was translated into Hindi. This was disseminated in the South Central division of the Indian Railways and the Health Services Network.

A set of posters was created to focus on women’s rights and HIV/AIDS, accessibility of voluntary counselling and testing centres (VCTC) and anti-retroviral treatment.

A set of stickers was developed on the issue of gender and HIV/AIDS and for the promotion of VCTC centers. 

The posters were displayed at various points:

• Trade Union Offices
• Hospitals and Health Centres
• Railway Platforms
• Factories
• Railway Training Institutions
• Mahila Samiti Offices
• Railway Staff quarters