The campaign KIYA KYA? was conceptualized as an SBCC Package to reinforce "good habits" in Key Population & Bridge Population across India under the aegis of the LINKAGES project for
FHI 360, USAID & NACO.
The umbrella campaign was customized to suit different key communication messages with taglines like Use Kiya Kya, Check Kiya Kya, etc. The target audience for the campaign included:
1. Female Sex Workers
2. Trans Community
3. Men who have sex with men
4. Injecting Drug Users
5. Migrants
6. Truckers
A product pretest conducted by Kantar Group found this communication material extremely effective and entertaining for the target audiences - showing higher retention and recall.
Below are a few products from a total of 99 products created for the campaign.
Product 1: Audio Jingle
Key Message: Seek Regular Testing
Responsibility: Jingle Writing
Product 2: PSA
Key Message: Promote Information Seeking
Responsibility: Script Writing
Product 3: Audio Jingle
Key Message: ART (Antiretroviral Therapy) Adherence
Responsibility: Jingle Writing
Product 4: Posters
Key Message: Regular Testing
Responsibility: Copywriting
Product 5: Short Animated Video
Key Message: Condom Use
Responsibility: Script Writing
Product 6: Comic Strip
Key Message: Condom Use
Responsibility: Story and Dialogue Writing
Product 7: Poster
Key Message: Promote OST
Responsibility: Copywriting
Product 8: SMS/Text Messages
Responsibility: Copywriting
