Dentsu to handle TSG-NACO account

Technical Support Group of National AIDS Control Organisation  (TSG-NACO) has appointed Dentsu Communications Delhi to handle creatives for the promotion of promotion of condom usage.

Dentsu Communications will be handling NACO's national behaviour change communication campaign for the promotion of condom usage through the Technical Support Group (TSG) of NACO, which is in turn supported by the Bill & Melinda Gates Foundation.

"Our communication task is to make condom usage not only a socially accepted habit, but also a part of daily life," said Nagendra Chaudhary, Director, Dentsu Social, who will spearhead the work on the campaign.

Mudra, RK Swamy BBDO, Dentsu  had pitched for the account.

NACO-TSG  has committed itself to building an enabling environment wherein those infected and affected by HIV play a central role in all responses to the epidemic – at state, district and grassroot levels.

It has also been pushing for people with HIV / AIDS have equal access to quality health products such as condoms.

By fostering close collaboration with private sector marketing companies, social marketing organisations, NGOs, various ministries, self-help groups, faith-based organisations, and core communities, NACO-TSG hopes to improve access and accountability of these services. Rajib Sinha, communication manager, NACO-TSG, said, "I feel the campaign and strategy that Dentsu has devised has a lot of potential, not only to encourage but also enlighten the masses, and is a step towards normalisation of condom buying and usage."

He added, "The account would be a 360-degree initiative involving print, TV, radio, outdoor, PR and events."

The campaign will be handled as a national business of Dentsu Communications, receiving support from all its offices in Delhi, Bangalore, Chennai, Kolkata and Mumbai.