about the campaign

As the official creative agency of the Government of India’s National AIDS Control Organisation, the BBC World Service Trust is producing a two-phase ‘Beat the itch’ campaign to increase awareness about sexually transmitted infections and encourage treatment seeking behaviour.

Research shows that most people are in denial about their STI symptoms because they feel shy or nervous to visit a doctor. So they live with the discomfort even if it’s terribly inconvenient till the problem gets further compounded. Our strategy is to address this problem with a light touch. With the tagline 'Zindagi Non-stop' (Life Non-stop), the campaign uses humour and entertainment to remove stigma about sexually transmitted infections.

In addition, a brand has been created for STI clinics around the country, called Suraksha Clinic (Protection Clinic), to encourage timely treatment seeking behaviour.