Report: SHAKTI LAUNCH AT RRE

Actress Renuka Sahane cuts the
ribbon at Shakti Clinic (coach no. 6) in
Actor Jackie Shroff's presence

BACKGROUND

Following an extensive research and communication strategy development, Mumbai Districts AIDS Control Society launched ‘Shakti Clinic - HIV/AIDS Salah Kendra.’ All the 100 ICTCs in the city were renamed ‘Shakti Clinic’.

This service now has a new name and is repositioned as a counseling center where correct information empowers the user thus converting his fear of testing into a positive after effect.

THE LAUNCH OF BRAND AND BOOK

Marathi Film Actress Renuka Shahane; Ms. Smriti Acharya, Project Director, Avert Society and Mr. Mohnish Kumar, CEO, Red Ribbon Express launched Brand Shakti Clinic and a book tracing the journey of the planning and implementation of brand Shakti. The book is called SHAKTI CLINIC - HIV/AIDS Salah Kendra: Brand Creation of a Health Service - A Guide.

Book Launch

Actress Renuka Shahane formally launched Shakti Clinic by cutting the ribbon in the presence of Actor Jackie Shroff.

THE SHAKTI EXPERIENCE

A special coach no. 6 was dedicated to Shakti Clinic. The public were given an experience similar to the real Shakti Clinic experience.

1. There was a Gate Signage at the entrance to Platform no. 13 at CST, where the Red Ribbon Express was stationed.
2. There were Directional Signages leading people to the Shakti Clinic Coach. This was made easy so that there was no need for one to ask the people around but to just follow the signages.

3. Then there was the façade signage outside the coach, making it clear to the public that they had reached their destination.

Shakti Clinic bus at CST

4. A decorative arch was created at the entrance to the coach with the name of Shakti Clinic mentioned prominently along with the brand colours on display.


This was created exactly in the lines of the actual Shakti Clinic Experience one might get at the 100 hospitals where the brand has been set up.

Marathi stars Madhura Velankar and Umesh Gupta were present at this venue to encourage the crowd to participate in the Shakti Experience.

There was a Shakti Counselling Centre also set up right outside coach no. 6 to benefit the excess crowd as they overflowed the limits of the Shakti Clinic within.

Shakti Clinic - HIV counselling & testing at Coach No. 6, Red Ribbon Express

PEOPLE VISITING COACH NO. 6

Visitors at Shakti Clinic Coach No. 6

Shakti Clinic, the HIV counseling and testing centre implemented by MDACS, was set up in coach no.6 and got a tremendous response. As soon as visitors stepped out of the exhibition coach, they were greeted by ICTC counselors who spoke to them about the benefits of testing and the readily available free and confidential counseling and testing service in the next coach. This approach worked well and the Shakti Clinic got a continuous flow of users who wanted to get tested.

Testing at Shakti Clinic (Coach No. 6)

In the table below the counseling and testing figures for both the days of the RRE have been documented, with a total of 511 persons getting counselled out of which 501 got tested and 2 were found to be HIV positive.


The Shakti counselling and testing services continued even after the RRE left the city, through a mobile van set up outside the CST station.