Start date: 2001
End date: 2007
Media type: reality television, music video and single
Issue: Health
Country: India
Every week, an individual who had made a significant contribution to raising awareness of HIV and AIDS - known as a 'Yuva star' - would join their favourite film star on Haath se Haath Mila.
The Yuva star and the Bollywood star would then set each other challenges - to help change attitudes and behaviour around HIV and AIDS.
Haath se Haath Milaa used interviews, film clips, film songs and coverage of the 'challenges' to entertain, inform and educate over 51 million people during its 52 week run.
Twenty one Bollywood stars and 20 ‘Yuva' stars appeared in the series. For example, actress Shilpa Shetty helped Yuva star Shanti Noronha challenge discrimination against people living with HIV and AIDS in her town. More
Album and music video raise funds for local AIDS charities
A Haath Se Haath Milaa title song and music video were produced with over 40 film stars and 10 top television stars. Top names in the Indian film industry wrote, composed and sang the title song, pro bono.
A Haath Se Haath Milaa album with the title track was produced by the leading Indian record label, Music Today.
The royalties from the sale of the music video - more than 100,000 Indian Rupees from 3425 CDs and 3140 cassettes - were divided equally between the Salaam Baalak Trust and Committed Communities Development Trust, two non-governmental organisations that work with children affected by HIV and AIDS.
The Haath Se Haath Milaa music video was screened on all commercial music television and radio channels and at PVR Cinemas around the country in June and July of 2006. The video could also be viewed as in-flight entertainment on Kingfisher Airlines.
Watch the video
Listen to the title track
Online
A Haath Se Haath Milaa website was launched to provide updates on the 52 episodes and information on HIV and AIDS. The interactive website allowed users to participate in Haath Se Haath Milaa contests and give feedback on the programme.
The programme was broadcast every Thursday at 10.30pm by the public broadcaster, Doordarshan.
Research and Impact
Haath se Haath Mila was part of a much larger mass media campaign to change attitudes and behaviour relating to HIV and AIDS.
We carried out extensive quantitative and qualitative research before and after the campaign to measure its impact.
Impact
- Knowledge that HIV can be transmitted through unprotected sex increased from 16% to 35% for viewers of Haath se Haath Mila. Among sexually active men, 62% of Haath se Haath Mila viewers are aware that unprotected sex could be a route of HIV transmission, compared to only 39% of non-viewers
- Knowledge that having multiple partners increases the risk of HIV transmission increased from 18% to 27% for viewers of Haath se Haath Mila
- Knowledge that you should always wear a condom to protect against the virus when having sex increased from 51% to 71% of male viewers and 26% to 49% of female viewers of Haath se Haath Mila
- Knowledge that HIV can be treated increased from 14% to 25% for viewers of Haath se Haath Mila
- Twenty percent of Haath se Haath Mila viewers stated that they ever felt like getting tested for HIV compared to 11% of non-viewers
- The attitude that people living with HIV and AIDS have the same rights as those uninfected increased from 67% to 79% of male viewers and 70% to 84% for women viewers of Haath se Haath Mila
Working in partnership
Haath se Haath Mila was produced, broadcast and shared in collaboration with a wide range of partners.
