Percept Out of Home launched an awareness campaign for DKT, a charitable non-profit organization. The campaign kick started in the month of September 2010, and will continue for a period of 11 months covering the entire state of Gujarat. The campaign will start rolling in Maharashtra from October 2010 onwards.
DKT is recognized by the Ministry of Health and Family Welfare as an authorized Social Marketing Organization, which enables it to procure condoms and oral contraceptives through the Ministry’s subsidized program.
Percept Rural organised a street play, which was followed by product demos and educative interactions. The daily activity schedule included 3 shows of an informative street play, an interactive session with the audience, retailer name announcements before and after the street play, and a poster exhibition in the evening. The DKT campaign is presently being undertaken across 18 districts of Gujarat and 26 districts of Maharashtra, and is a NACO Initiative “to increase CONDOM usage in rural Gujarat and Maharashtra and to communicate the importance of “SAFESEX”. It also helps to educate the rural masses that the “CONDOM” is the only means of prevention from HIV–AIDS.”
Said Rajesh Amla, Business Head – Retail Vertical, Percept Out-Of-Home, “The DKT campaign envisages building loyalty with local retailers and promotes them as torchbearers in the fight against HIV-AIDS. This helps facilitate further Retailer enrolment to increase availability within the village by creating non-traditional outlets other than traditional mediums selling condoms such as Chemist and Government Hospitals. We are presently undertaking this activity in villages between the population range of 5,000-10,000, but seeing the success of this program we plan to extend it to below the 5,000 population mark villages also in both the states. “
Commenting on this initiative, Sanjay Pareek, President, Percept Out of home said, “Our association with DKT has been for three years. We have been offering them solutions for Programs funded by NACO; educating Rural India about safe Sex through street plays and helping them to increase the foot print to sell condoms thru non-traditional outlets.”
“The Rural Business vertical of Percept Out of Home is poised for exponential growth with clients like DKT, Britannia, Samsung, DOCOMO, Idea and many more. As the client organization is moving to capture the rural market, Percept will help them to make inroads into Rural India. Today Rural vertical contributes to about 15% of total revenue of Percept Out of Home and will contribute to about 25% within two years,” added Mr. Pareek.