marakalle Communication

Marakkalle- an innovation in HIV/AIDS communication Condom Promotion Campaign Hindustan Latex Family Planning Promotion Trust, Kerala ________________________________________________________________________ A rational and contextual communication campaign... More

Marakkalle- an innovation in HIV/AIDS communication Condom Promotion Campaign Hindustan Latex Family Planning Promotion Trust, Kerala ________________________________________________________________________ A rational and contextual communication campaign that has obviously made an impact in the society – that is what Kerala Condom Promotion Project’s ‘Marakalle! Condom Nallathinu’ (Don’t forget! Condom is for good) campaign is all about. ‘Marakkalle, ’a word frequently used by Malayalis in various contexts has been selected as the slogan as part of its communication strategy. This simple, no- frills language, attracts the audience easily. The message hits directly at the audience without infringing on the sensitivities and the slogan reminds people of condoms, the moment the word is used in any context or situation. Formulating Marakkalle! – The context KCPP felt the need to design such a communication strategy is to make the usage of condoms, a safe, sensible, socially acceptable Less