The Red Ribbon Express – Uniting India Against AIDS
The Red Ribbon Express is a ground breaking, ambitious campaign that aims at changing the current HIV and AIDS scenario in India on an epic scale. An empty shell of a train has been transformed into a unique multi-media world of behaviour change communication that cuts across deeply rooted ideological and geographical boundaries.
The in-train communication takes the audience through an engaging interactive experience with a range of multimedia devices to induce self risk perception, persuade in favour of counseling and testing and creates a positive social environment for care and support to people living with HIV.
Flagged off on World AIDS Day 2007, the train is on its journey traversing 27,000 kms, halting at 180 stations over a period of 365 days luring millions of Indians to the largest mass mobilization campaign and perhaps the most unique in the world.
JWT - Thompson Social is privileged to have been behind this prestigious, pioneering endeavour.
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