Who wants to be a Millionaire?

India

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Produced as part of our mass media campaign to stop HIV and AIDS in India, this public service announcment uses the familiar 'Who Wants to be a Millionaire?' format. A contestant answers a question on AIDS protection correctly to win a million rupees. (1min 5secs)

Background

Working in partnership with the Government of India's National AIDS Control Programme and public broadcaster, Doordarshan, we produced a mass media campaign that promoted knowledge and changed the attitudes of millions of people in India to HIV and AIDS.

Eleven public service advertisements (PSAs) were produced to promote condom use, voluntary testing of HIV and challenge stigma and discrimination of people living with HIV.

An estimated 115 million people saw the PSAs, which were dubbed into seven other Indian languages (Tamil, Telegu, Malayalam, Bengali, Gujarati, Oriya, Assamese) and telecast on regional channels.