AIDS in India

• AIDS COUNT– official count 5.13 million HIV/AIDS sufferers– U.N.'s estimate 8.5 million– The Naz Foundation close to 15 million

• AWARENESS – 60% of women in India have never heard of AIDS– 90% of people living with HIV/AIDS do not know they are infected

• CHALLENGES– Taboo to discuss sexual topics– Belief that disease is a punishment from God

• MUMBAI and BOLLYWOOD• Capital of Maharashtra – the largest of 28 states in India

• Has highest number of people living with AIDS in India• High literacy rates 77%• Technologically advanced – US outsourcing• More mobile phones than land-lines • Home to Bollywood • Churns out more movies than any other country in the world• Average movie-goer comes from all classes. Movies are cheap. The

movie-stars are extremely popular.

MEET ANUSHKA

• Anushka is 17 years old

• She has just moved to Maharashtra to attend Mumbai City College

• This is her first time living away from home

• She will be interacting with males for the first time outside of the circle of her family and friends

• She has no knowledge of HIV

• She loves Bollywood film actors and actresses and loves going to the movieswith her friends

our BIG idea

Just Right for Mumbai• Mumbaians love Bollywood stars STARS as AVITARS• Mumbaians are uncomfortable discussing Aids CARTOONS, PRIVACY Added perks• No extra effort education will take place while they wait for the movie• Transferrable learning follow-up edutainment using mobile phones• Sense of community individual and collective participation in theater and

beyond

Main Concept• Interactive edutainment regarding AIDS• Takes place 15 minutes before movie starts in place of ads• Audience uses personal handheld devices in armchair to input to server

THE THEATREAnushka enjoys going to the theater with her friends. The tickets are cheap and affordable for a student budget. She arrives 15 minutes early to secure a good seat. As she situates herself next to her friends she looks up and hears a loud voice repeating the words on the screen.

Anushka and her friends awaiting the movie

Each person in the theaterhas their OWN handset located on their armchair Press the number of your

favorite star to make your selection. Then press enter.

1 – Shahrukh Khan

2 – Aishwarya Ray

3 – Saif Ali Khan

4 – Rani Mukherjee

5 – Preeti Zinta

6 – Sonali Bendre

Namaskar!

Welcome to Bollywood on Mobile. Select your favorite movie star from below by entering the correct number on you personal armchair device to your right.

Enter the number NOW to play!!

1 2 3

4 5 6

The AvatarUsing the handset, users in the theatre can cast their vote on their favorite Bollywood actor, who will then be selected as the “avatar” giving the HIV/AIDS tutorial.

• Device in the arm chair• Similar to cell or “mobile” phone• Similar to airplane handset or remote

control• Allows interaction with big screen

AISHWARYA IS THE WINNER!

98% of you selected Aishwarya…

She will be your host today!Here she is!!!

ANUSHKA’S PERSONALHANDHELD

You Pressed #2

Thank you for selectingAishwarya!

Anushka pressing #2

Each person in the theaterhas their OWN handset tucked safely into their armchair

What are the different wayssomeone can get HIV/AIDS? 1. Blood 2. Intercourse 3. Mother-to-child 4. All of the above

Press the number on your handheld

Sample Quiz

Press 1: BloodPress 2: IntercoursePress 3: Mother-to-childPress 4: All of the above

EACH PERSON IS INPUTTING THEIR OWN ANSWERS INTO THEIR PERSONAL HANDSET

Let’s see how smart you reallyare. Here’s a quiz on HIV/AIDS…

I’ll ask the questions and you answer using your handheld.

No one will see your answers.Let’s Begin…

Aishwarya’s Quiz

Hey friends! Thanks for choosing me.

I CHALLENGE YOU!

How much do you really know?

Press the answer on your handheld

1 2

3

The average of this theatre is

Look on your individual device to learn your personalscore!

After the quiz is over…

You answered 1 out of 10correctly.

You got a 10%4

30%ANUSHKA’S PERSONALHANDHELD

Let’s learn together…

There are more than 5.1 millionpeople living with HIV/AIDS in our country today.

Sadly, there is no cure for it.

5 6

After the quiz, the avatar changes into a cartoon, acting in a brief animated HIV related story.

Animated HIV Tutorial

HIV/AIDS will be taught through an animation (which includes the avatar) to avoid eliciting any feelings of discomfort due social stigma with issue

7 8

Anushkawatching the HIV/AIDS

animation

Entire audience is watching an HIV/AIDS related animation with Aishwarya playing a character.

6Back to life!!

Avatar turns from a cartoon characterback into a real person.

The learning is extended beyond this experience. The avatar prompts the userto input their contact info into their device to learn more about HIV/AIDS…

What kind of information should we explore together?

1 - Learn general info 2 – Places for counseling 3 – Places for medical help 4 – Where to get tested

Enter the number into your handheld.

Hey friends! I’m back!

I was hoping we could learn more about this subject togetherIf you enter your mobile numberinto your handheld… I will call you later this week

9 10

A Few Days Later…Anushka gets a recorded voice message.

This is Aishwarya calling you back about your movie quiz and questions. I’m glad you’re taking an initiative in educating yourself on such an important matter.

My friend, Dr. Sinha, will be sending you a text message shortly to answer some of your questions and teach you more. Thanks for joining me in fighting against the spread of AIDS!

Learning on the Go

Thank you for requesting information on HIV/AIDS testing centers.

Would you like a list of the closest testing centers near the movie theater?

Hi! This is Aishwarya’s friend Dr. Sinha

OK Back

Here’s a list of testing centers in the order of their proximity to this theatre:

1. JJ hospital2. KEM hospital3. BJ Medical college4. …

If you need further assistance please call our 24 hour test center locator number at 999-999-9999

Thank you for your selection!

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