From Recall to Redressal: A Deconstructional Content Analysis of the Buladi HIV/AIDS Campaign in West Bengal
31 Pages Posted: 3 May 2007
Date Written: April 30, 2007
Focusing on the highly visible current HIV/AIDS campaign 'Buladi' in the state of West Bengal, India this study attempts to show that the much publicized success of the campaign has pushed to the backseat some core issues that need to be addressed and communicated to make the campaign truly effective and sustainable. Drawing from publicly available secondary data and advertisement related theoretical research to validate the arguments and assertions made, the study launches into a content analysis of the campaign. Consequently, through a process of deconstruction, the paper reveals gaps along six dimensions of the campaign, namely relevance of targets, nature of awareness and follow-up links, seriousness of intent and cultural appropriateness, lateral effects and response efficacy. It proposes that the programmers need to revisit the objectives, the portrayal of sex and relationships it promotes, the nature and quality of awareness and response efficacy it has generated, the quality of follow-up linkages it acknowledges and the ramifications of its lateral effects to facilitate transition of the campaign from one that has a high aided recall value to one that actually addresses behavior redressal.
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