| Bula-Di is an archetypical social worker; she is of
indeterminable age, unflappable temperament and favours those she
seeks to help. In essence, she is a smiling myth-breaker. Bula-Di
plays the role of sister, aunt, mother and friend; she is reliable,
educated, apolitical and always in control. She speaks to her audience,
never preaches.
In order to maximise the efficacy and impact of the communication,
a 360 degree approach encompassing diverse media has been envisaged.
Apart from the conventional mass media viz outdoor, television,
radio, attempts will be made to leverage unconventional ones as
well, increasing touch points manifold.
Communication devises like branded glasses and pillows for the
charpoys will be employed at dhabas while road shows and rallies
will take it to a grass root level. Petrol pumps will also be leveraged.
Mobile phones owners will be bombarded with educative SMSs. Furthermore,
condom sampling will also be employed at hotels and educative messages
will be displayed on public transport such as taxis and buses.
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