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