PSI India Case Study

Jun 18th, 2015
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INTRODUCTION India has one of the highest numbers of people living with HIV/AIDS, second only to Africa. Despite having only a 1% national prevalence rate of HIV, its large population of a billion gives it this dubious honour. A mere increment in the prevalence rate automatically translates into a large increase in HIV cases. This is where Population Services International (PSI) India, headed by Sanjay Chaganti, hopes to make a difference by steering India away from a national disaster. PSI India believes that this can be achieved by bringing AIDs into the social consciousness and promoting safe sex practices.

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IntroductionIndia has one of the highest numbers of people living with HIV/AIDS, second only to Africa. Despite having only a 1% national prevalence rate of HIV, its large population of a billion gives it this dubious honour. A mere increment in the prevalence rate automatically translates into a large increase in HIV cases. This is where Population Services International (PSI) India, headed by Sanjay Chaganti, hopes to make a difference by steering India away from a national disaster. PSI India believes that this can be achieved by bringing AIDs into the social consciousness and promoting safe sex practices.PSI India currently promotes safe sex in two ways. The first way is through social marketing of condoms. The second through the deployment of Interpersonal Communicators (IPCs) who educate sex workers by personally speaking with them about HIV/AIDS and encouraging the practice of safe sex.However, through interviews with sex workers, PSI India learnt that many of the men (the clients) preferred not to use a condom and needed education about safe sex practices. PSI India intends to pursue this insight by developing a program specifically targeting males who frequent sex workers to encourage the practice of safe sex. To this extent, it has identified some challenges to overcome, the most important of which are (1) the misconceptions about the transmission of HIV; (2) the lack of open discussion about AIDS amongst the population and opinion leaders; and (3) the lack

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