here is one lady in Kolkata who has been changing communication on HIV/AIDS awareness. Clad in a sari and with a jhola on her shoulder, she goes around spreading awareness not through filling fear in people or throwing facts at them, but instilling the wisdom of carrying a condom as 'the urge may come anytime', that it 'ensures a healthy sex life' and helps 'having fun responsibly'. The campaign bagged the 'best social film' award at the FICCI Best Animated Film awards held recently in Mumbai.

"Hitherto, communication about this subject had been on an ad hoc basis, sometimes high-handed and sepulchral - it either alarmed people or made them inhibited," says Sharmista Dev, general manager, Ogilvy, Kolkata. Hence, the need for a crusader who will appear credible, affable, will appeal to a wide cross-section of society and be effective at the same time. That's how the friendly Buladi (Bula is the name and di the suffix for didi or older sister) - inspired by a popular handicraft in Bengal, the rag doll - came about. "After all, who reacts negatively to a doll?" asks Dev in a lighter tone.... more