New Delhi, August 30 (BDNEWS)- Multinational soft drinks giants Coke and Pepsi may soon become part of the Indian government's efforts to reach out to people in far-flung areas to spread awareness about HIV/AIDS and promote the use of condoms.
Where social marketing efforts have failed in reaching supplies of condoms, the idea is to reach out through the soft drinks firms that have managed to set up a marketing network estimated at over one million outlets across the country.
'Realising their reach, we have appealed to the cola companies PepsiCo and Coca-Cola to allow us to piggyback on their advertisement, including possible slogans on their soft drinks bottles,' a senior health ministry official said, according to wire services.
'We have also asked them to help us with the distribution of condoms through their outlets in remote areas,' the official told.
The requests have elicited encouraging response from both the multinationals.
'We are planning to talk to them and hope that they will soon be on board with our awareness campaign and promotion of condom use,' the official said.
What led to the National AIDS Control Organisation (NACO) looking to Coke and Pepsi for support was the encouraging response they received for advertisements featuring cricket stars advising on the need for preparedness.
Some campaigns even had them carrying condoms along with the cricket gear.
Backed by 10 countries, including India, the International Cricket Council (ICC) has been actively supporting efforts to promote awareness about HIV/AIDS through campaigns on safe sex.
'So whether it is cricket stumps bearing condoms or cricketers themselves urging the need for preparedness, we are finding good response among public.'
NACO also wants to take the campaign forward with celebrity endorsement at a time when sensitive films about HIV/AIDS like 'Phir Milenge' (We'll Meet Again) and 'My Brother Nikhil' have struck a responsive chord among viewers.
The effort is to ensure that the number of HIV positive cases in the country is contained at the official estimate 5.13 million.
Besides cola companies, several other multinational and national companies with large sales networks, as also banks, are now being looked at by NACO as potential vehicles for creating mass awareness and promotion of condoms.
BDNEWS/1252hrs.
