Keeping this important element in mind, MDACS pre-tested Shakti with general and target audience. Several versions were pre-tested and audience reactions compared. Pre-testing and discussions were also done with stakeholders, since their views could have differed from those of the target population.
Pre-testing was conducted at 3 levels:
1. Shakti as a Name
2. Positioning the Shakti Clinic
3. Logo of Shakti Clinic
1. PRE-TESTING SHAKTI AS A NAME
Audience:
A target audience of 30 respondents was interviewed about the name ‘Shakti’. Respondents included:
• Waiters
• Auto Drivers
• Office Boys
• Taxi Drivers
• Pan Tapri Walas
Key Questions asked:
1. Is the name ‘Shakti’ easily understood by anybody - immaterial of educational / cultural background, economic status?
2. Does it cut across languages?
3. Does the name hold any religious implication - checked for religion neutrality?
4. Does the name or the colour scheme - does it skew towards any faith or religion, does it have a religion bias - either positive or negative by the members of the TG?
Key Responses derived:
• Power
• Himmat (Strength in Hindi)
• Strength
• Positive vibe
• Did not reflect religion
2. PRE-TESTING THE POSITIONING OF SHAKTI CLINIC
Audience:
A target audience of 25 respondents was interviewed about the positioning of the Shakti Clinic. Respondents included:
• Counselor / Lab Technician
• Doctors
• Clients
• Media Professionals
Key Questions asked:
1. Should Shakti Clinic be positioned purely as a counseling ‘Salah’ center or should it be propagated as both counseling and testing center?
2. Salah Kendra v/s Salah and Jaach Kendra
Key Responses derived:
• There was a debate for the two positions. Should Shakti be a testing center, since testing is available? Or should the focus be on the counseling element?
• Conclusive responses: The objective of getting tested is met, since a person has to be go ICTC to get counseled, the counselor will help he assess his risk behaviour which will gradually lead to testing if required.
• Consensus was gained on positioning Shakti Clinic as a ‘Salah’ (counseling) Kendra.
3. PRE-TESTING THE LOGO
Audience:
A target audience of 50 respondents was interviewed about the logo of the Shakti Clinic. Respondents included:
• Counselor / Technician
• Client
• Non User -at the hospital
• Professionals
• Admin Staff
• Hospital Staff
• Waiters
• Auto Drivers
• Office Boys
• Taxi Drivers
• Pan Tapri Walas
Key Questions asked:
1. Respondents were shown the logo of the red ribbon curled into a fist. They were asked about what they felt on looking this logo.
2. Orange and Green colour options were taken for logo and these separate versions were tested with the respondents. Yellow as a background colour for the name was pre-tested.
3. Apart from logo, background colour, the pre-testing samples also included the positioning statement for the clinic.
Key Responses derived:
• People felt that the logo was a very different take on the red ribbon and was approved by respondents.
• Colour combinations were found to be appealing, grabbed attention, the positivity of the name was coming in the colours and the font
• The name, logo, colors were talking the same language of power and empowerment
• Logo was easily understood by all
Pre-testing the Shakti concept helped immensely in retaining only those ideas that got an overall nod from the audience.
Mumbai is a melting pot of people from different cultures and communities. This diversity was the key element that Shakti communication had to address as it was important to cater to all audiences. Hence the positioning is in both Hindi and Marathi so that we appeal to those who are originally from the resident state of Maharashtra and those who are from others states in India and have made Mumbai their resident city.
Hence, Shakti Clinic –HIV/AIDS Samupadeshan Kendra and HIV/AIDS Salah Kendra
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