Impact Data - Mass Media HIV/AIDS Prevention in Mumbai’s Red Light District - India

Impact evaluation by an independent market research agency (Pathfinders) indicates the following:

Table 1: Awareness of HIV/AIDS

Across all the groups there was a dramatic increase in the levels of awareness of AIDS. However awareness of HIV continued to be low except in the case of the doctors, who recorded 92 percent awareness levels. However, there is some degree of knowledge that AIDS is caused by a virus and that the virus infection is the “initial” stage of AIDS.

Table 2: Modes of Transmission

Besides an increase in awareness, there's also increase in levels of knowledge about HIV/AIDS. The fatal nature of AIDS was clearly understood by all. Also, knowledge of awareness through infected needles had increased. Awareness of transmission from mother to child, however, continued to be low.

Table 3: Awareness of Masti* (brand marketed by PSI) Condoms

Awareness of Masti condoms had increased dramatically; it was also available in an increasing number of retail outlets (62 percent of outlets had Masti condoms)

Table 4: Source of Awareness

Across segments, the increase in awareness was ascribed to the health workers with PSI. The record dance, the posters and hoardings, and the free film show were the most popular media across all segments.