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Vasudha Rao, The Avahan Truckers Program, India

'Less is more ': Assessing the effectiveness of a HIV prevention program for long distance truckers in India after the re-designing in implementation structure. Vasudha Rao, The Avahan Truckers Program, India. Original design Focus on 2.5 million long distance truckers

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Vasudha Rao, The Avahan Truckers Program, India

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  1. 'Less is more': Assessing the effectiveness of a HIV prevention program for long distance truckers in India after the re-designing in implementation structure Vasudha Rao, The Avahan Truckers Program, India

  2. Original design • Focus on 2.5 million long distance truckers • Select 36 truck stops across national highways • Provide outreach, condoms and clinical services in each halt-point • Partner with TCI, India’s largest trucking company Evolution of the Program Design and Redesign 2003 2006 • Low reach and accessibility of program (40%) • Low program awareness (12%) • Low service uptake (7%) • Limited brand recall Early Data Need for a new design • Learning from successful marketers • Mc Donald’s • Convenience and accessibility • Universal standardization • Resources were not allocated optimally • Insufficient standardization of services • Continued communication fatigue • Limited branding and visibility Diagnosis of Problem • Tupperware • Learning peer outreach from the pioneers of direct marketing

  3. Redesigning strategies Intelligent Placement of Services Standardization of services Listening and responding to customer Surround sound communication

  4. Less is more

  5. Results

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