TV channels, e-comm players stress on safety this World AIDS Day

The world is observing the 28th World AIDS Day today. Safety and being responsible form the crux of the communication and content on TV channels. A little look back - World AIDS Day, observed on December 1 every year, was the first ever global health day, held for the first time in 1988. This day is dedicated to raising awareness of the AIDS pandemic caused by the spread of HIV infection, and mourning those who have died of the disease. Government and health officials, non-governmental organisations and individuals around the world observe the day, often with education on AIDS prevention and control. 

Sony Pictures Network’s English Cluster (Sony LePlex HD, Sony PIX and AXN) has created messages to build awareness about AIDS. Sony LePlex HD, the premium Hollywood movie channel, has creatively used its tagline ‘Where You Belong’ to create a public service message asking people to take the right step forward. The concept is brought alive with the messaging that there are no retakes in life so one should take the right step forward. The channel is also showcasing Tom Hanks and Denzel Washington starrer ‘Philadelphia’, a film which throws light on the plight of a patient suffering from HIV AIDS. 

English movie channel Sony PIX has changed its tagline from ‘Stay Amazed’ to ‘Stay Safe’ for the entire day today in an effort to address one of the most deep rooted causes of AIDS – negligence in safety. The channel, which is known for its style and strong movie library, is showcasing monster films with the subtle messaging of ‘stay safe from this monster’. 

AXN is urging its viewers to restrict their love for bad boys on television and be ‘responsible’ in real life. Leveraging its existing tagline ‘Live R.E.D.’, the channel is sporting the tagline ‘Live Responsibly. Live R.E.D.’ for World AIDS Day. 

The English network also has an extensive social media plan that supports the cause with #PIXWithWorldAIDSDay on Sony PIX, #LiveResponsiblyLiveRED on AXN and #WhereYouBelong on Sony LePLEX HD. 

Commenting on this initiative, SaurabhYagnik, EVP and Business Head, English Cluster, Sony Pictures Networks India, said, “A social message narrated through the medium of entertainment has always been more effective. Our aim is to create awareness and build communication in a subtle yet clutter-breaking manner that integrates with the brand essence for all our English channels. We believe that it is our duty to facilitate awareness for a sensitive subject like AIDS and our strong messaging will resonate with the campaign against AIDS, urging our viewers to be safe and responsible.” 

Meanwhile, keeping in mind its youth TG, MTV has launched a new campaign with a message ‘#CoverbeforeLover’. As a nation, we are obsessed with encasing everything around us in a cover – be it the TV remote control, leather couch, car seats, bikes, cars, certificates, etc., but when it comes to covering up when it actually matters, we don’t. 

For creating awareness around the topic of safe sex, the youth entertainment channel has launched a film, which is a throwback to the iconic old-school MTV films with a quirky central character – Mr Cover Lover (pronounced as Mr Cova Lova) who suffers from OCD – Obsessive Covering Disorder. The film shows Mr Cover Lover in different situations, cursing the world and stressing the importance on covering up everything. He is finally shown with his partner, doing the right thing and covering up. The film lands on the final message of Cover Up before Sexy Time. 

E-commerce players tap the power of social media 

Not to be left behind, e-commerce players, too, are doing their bit to keep people safe and aware. Yappily, an e-commerce venture, is observing this day by engaging with their customers on social media and has come up with some awareness programme for young and digital India.  

Kamonashish Aayush Mazumdar, Co-founder, Yappily, informed, “We would be running AIDS awareness campaign on our social media properties in the fight against AIDS, showing unity and support for people with HIV/AIDS. We would engage with and contribute to stand against the stigma related to HIV/AIDS through learning and teaching people. We would make youth aware of the hazards of AIDS and uplifting of the AIDS diagnosed.” 

Interestingly, Yappily is also promoting a special product from one of it sellers – handcrafted condoms on the occasion of World AIDS Day. “This will promote the cause, decrease stigma and tell people about the importance of World AIDS Day,” Mazumdar added. 

Another online shopping site, ThatsPersonal, is running their awareness campaign for three days, offering special prices on adult toys and giving an ultra thin condom free with every order. Vinesh Kumar Kunhiraman, Product and Marketing Head, ThatsPersonal.com, informed Adgully, “We are running the ‘#IAMSAFE’ campaign on December 1, which will run for three days. We will release our creative artwork on our social media platforms promoting #IAMSAFE. We will be promoting our fun-based ‘Game of Condoms’ article to promote pleasure and safety.” 

The website is also holding a Twitter contest, where the winner will receive an exclusive EL James signed ‘Fifty Shades of Grey’ Official Pleasure Collection worth Rs 6,000. 

Meanwhile, Mintage World, a newly-established online museum based in Mumbai catering to numismatists, notaphilists and philatelists, has launched a docudrama on the history of the various stamps and coins being launched to spread awareness and to unite people to fight against AIDS globally.

Entertainment
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