PSI India Case Study

2009 PSI India Case Study

INTRODUCTION India has one of the highest numbers of people living with HIV/AIDS, second only to Africa. Despite having only a 1% national prevalence rate of HIV, its large population of a billion gives it this dubious honour. A mere increment in the prevalence rate automatically translates into a large increase in HIV cases. This is where Population Services International (PSI) India, headed by Sanjay Chaganti, hopes to make a difference by steering India away from a national disaster. PSI India believes that this can be achieved by bringing AIDs into the social consciousness and promoting safe sex practices. PSI India currently promotes safe sex in two ways. The first way is through social marketing

of

condoms.

The

second

through

the

deployment

of

Interpersonal

Communicators (IPCs) who educate sex workers by personally speaking with them about HIV/AIDS and encouraging the practice of safe sex. However, through interviews with sex workers, PSI India learnt that many of the men (the clients) preferred not to use a condom and needed education about safe sex practices. PSI India intends to pursue this insight by developing a program specifically targeting males who frequent sex workers to encourage the practice of safe sex. To this extent, it has identified some challenges to overcome, the most important of which are (1) the misconceptions about the transmission of HIV; (2) the lack of open discussion about AIDS amongst the population and opinion leaders; and (3) the lack of motivation for people to seek help regarding AIDS.

OPERATION LIGHTHOUSE PSI India studied “HIV/AIDS” in 11 Indian port cities and found that these cities acted as the “ground zero” for HIV/AIDS transmission throughout the nation. Based on the insights gleaned from the study, PSI India conceptualized a behaviour change project called Operations Lighthouse to curb the spread of HIV/AIDS. PSI India articulated the objectives of Operation Lighthouse (OPL, see Table 1) and secured $20 million USD from USAID to fund the project over a 5 year term.

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No . 1 2 3 4 5 6

Objectives Increase reported condom use among target population Decrease number of sex acts with non regular partners Increase correct STI diagnosis and treatment among target populations Increased number of outlets providing condoms and other HIV/AIDS products and services available where and when the target populations need them A shift in the public environment that makes it more common for those at risk and the general population to talk freely and intelligently about HIV/AIDS Significant policy and perspective shifts toward prevention and care and support from port management Table 1 – Objectives of Operation Lighthouse

OPL would focus on high-risk male workers associated with the identified ports and reach them with behaviour-change communications supported by condom social marketing.

PROBLEM STATEMENT PSI India has identified mass media as the vehicle to achieve the project’s objectives. The mass media campaign has the following objectives: No . 1

2 3

Objectives

Goal

To increase the perception of HIV / AIDS risk from unprotected sex in non-regular partners by personalizing the message and creating empathy through identifiable real-life situations To generate discussion about HIV/AIDS among the target populations and opinion leaders in order to facilitate understanding and knowledge acquisition To motivate people to access PSI’s HIV/AIDS Help Line and VCT services

Attitudinal Change Change Norms

Social

Behavioural Change

Table 2 – Mass Media Campaign Objectives

PSI India solicited proposals from India’s leading advertising agencies and identified Lowe Lintas’ (LL) proposal as its favourite candidate. Balbir Pasha (BP), a fictional character, is proposed by LL as a means to provoke discussions about HIV/AIDS with the tagline question “Will BP Get AIDS?” However, lingering thoughts remain about whether a mass media solution, versus the status quo of utilising IPCs, is the only means to achieve the desired outcomes. We propose an integrated marketing communications strategy that uses a mixture of media platforms through a campaign driven by LL with other on-the-ground activities such as related events, IPC team (in Mumbai), helpline and counselling and testing services. The proposal will be discussed in each area of an effective marketing communications strategy: 3

target audience, communications design, budget, marketing communications mix and results measurement. We also propose longer term steps that PSI India can take, beyond OPL, to further its social cause.

MARKETING COMMUNICATIONS STRATEGY TARGET AUDIENCE While PSI India has identified its target segment as male migrant workers between 18 and 34 years old, we believe that this should be further expanded. The target segment should encompass all male personnel working and living at or around the ports that could potentially be infected with or spread HIV/AIDS. We used occupational segmentation to identify the various potential target groups (see Appendix I) and classified them into risk groups according to their sex behaviour patterns. From Chart 1 (Appendix I), the low risk categories account for slightly less than 50% of the total potential market. To be effective, the riskier (medium to high) markets must be tackled first. Further, success in these segments will have a domino effect on the population in reducing the prevalence of HIV/AIDS. Thus, low risk categories should not be targeted. Chart 2 (Appendix I) illustrates the gender profile of the riskier segment. It is clear that males account for a large proportion of this group. Further, insights from Sanjay’s conversations with sex workers hint that little can be gained by targeting women. Thus, women should be excluded from the target audience. The age of this riskier, male group falls within the range of 20 to 45 years old as compared to PSI India’s earlier target age group of 18 to 34 years old. Therefore, the target market of OPL should be 20 to 45 year old males working as casual employed port workers, sailors, port security, truckers, helpers, migrant labourers and blue collared industry workers.

COMMUNICATIONS DESIGN The communications strategy should be customized to meet the objectives of OPL with the target audience in mind. Objectives 1, 2 and 5 (Table 1) lend themselves to the use of mass media. Objectives 3 and 4 require increased resources in the form of STI clinics, 4

shops as well as improving the condom distribution channels by talking to potential retailers. Finally, Objective 6 has a specific target market (port management) and best met by direct marketing and events (talks, seminars, roadshows etc) through IPCs. Further, the use of mass media to address 5 barriers to the use of condoms (Table 3) will bolster the effectiveness of the communications strategy to meet the project’s objectives. No Barriers . 1 Trusting / Knowing a girl 2 Lack of Pleasure 3 She looks healthy 4 Loyalty to one or two partners 5 Lack of preplanning Table 3 – 5 Key barriers to the use of condoms Care has to be practised in shaping the communications strategy in India, where open conversations about sex are considered taboo. The message should not be preachy or too informational while establishing an emotional link with the audience. It should include the subtle use of fear and leverage on the credibility of PSI India. Also, the focus of the communications package should be on the particular barriers to condom use, as well as to impart good knowledge of the transmission modes of HIV/AID. The results from Table B and focus groups (in the case) suggest that there is a good general awareness of the disease and its dangers. Finally, the source that delivers the message is an important consideration. The key sources identified are PSI India’s IPCs who have established rapport at the ground level. They are trusted by both sex workers and migrant labourers. Another potential message delivery source would a likable personality - someone whom the target audience looks up to – like a Bollywood celebrity, sportsman or a union leader. Further, the casting of the source in the media campaign in a role that the target audience may relate to, for example the common port worker, could be used to create empathy for a

more effective message

delivery. PSI India has narrowed the choice for advertising agency to Ogilvy and Mather (O&M) and LL. Table 4 summarizes the Pros and Cons of these options including an

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evaluation of each option’s effectiveness in meeting the mass media objectives (see Table 2). Given that majority of Indians, including many of those in the target audience, spend their free time on media such as television, radio and film (cinemas), and ever imminent traffic jams have induced the growth of billboards around the ports, the team believes that the use of mass media in the project will be very effective.

Ogilvy and Mather’s Proposal Lowe Linta’s Proposal

Pros - Meets objectives 1 - Can meet objective 3 with refining of the advertisement

Cons - Costly to produce - Too direct - Difficult to meet objective 2 - Costly to produce

- Meets objectives 1 and 2 -3rd person perspective which can engage people - Can meet objective 3 with refining of the advertisement Table 4 – Pros and Cons of PSI India’s 2 advertising agency options

The advertisements should be dubbed according to the local language of each port and sub-titled in the Hindi language for viewers who do not know the local language. PSI India must note, however, that there might be non-local truckers and migrant labourers who can’t read and understand the advertisements. But if open discussion about HIV/AIDS is successfully generated (mass media objective 2), these workers will learn the message of the advertisement through conversations with their peers. Turning our attention to analyze the 2 advertising agency candidates, we believe that LL’s proposal is much stronger than O&M’s. The latter’s proposal is too direct – India’s social norms would oppose advertisements showing the middle finger and may offend the target audience and hence has a lesser chance of engaging them. Furthermore, it does not address the 5 key barriers identified. On the other hand, the BP character created by LL is a much better fit for the project. Via a fictional character with whom the target audience may relate with, campaign objectives (Table 2) are met and the 5 barriers (Table 3) are addressed. Further, the BP storyline provides a convincing conduit for fear and persuasion to be weaved into the message and creates an emotional link with the target audience. Though BP will not meet 6

objective 3 in the short run, this may be changed either by changing the message of the advertisements of by other supplemental means in the long run. A final point to note about communications design: while the use of IPCs to reach the entire target market is not efficient, due to its limited reach when compared to mass media, we believe that value remains in deploying IPCs, especially as a supplement to the mass media campaign. In particular, they are able to engage the target audience personally, provide an additional source of information to the people (for example, those who might have lingering doubts about the messages intended by the media campaign) and provide an on-the-ground feel as to the progress of the project in meeting its objectives. They may create skits on the streets that have direct participation of the target audience and create a buzz in the process of doing so.

Further, their roles may include engagement of port

management and condom social marketing (not just to the target audience, but to potential retailers as well). Therefore, we recommend the use of the mass media and in particular, LL’s proposal, to reach the target segment. This mass media campaign should be supplemented with other on-the-ground efforts, including related events, helpline and counselling and testing services. Specific to Mumbai, the enhancement of IPC efforts would augment the campaign’s reach. The details of this communications mix and its related budget is discussed in the next section.

BUDGET

AND MARKETING COMMUNICATIONS MIX

We calculate the total budget for the above mentioned program using objective-andtask method. The target market of OPL project is male workers of medium to high risk status in India’s 11 major port communities. The market size is estimated to be around 4.87 million people, based on various assumptions and presented in Chart 1 (see Appendix 1). PSI India’s Marketing Communications strategy should aim to reach 80% of this market size, or 3,899,600 people., with a top-of-mind recall for 25% of the prospects, or

7

974,900 people in total; followed by a corresponding increased behavior change (see Measure Results) In order to maximize the limited budget available for the entire OPL program, careful consideration is given to the communications channels to effectively reach the target audience. A multi-prong strategy utilizing both personal and non-personal communications channels is recommended. Similarly, an effective media mix utilizing the various platforms is proposed. The first platform is outdoor advertising, such as billboards and posters, in areas that are regularly frequented by the target audience, to achieve high visibility and maximum impact. Large catchment areas would include red light districts, movie theatres, bus and train terminals and rest-stops. The second media platform is the use of television advertisements to reach the population of Mumbai. The main challenge of this approach is the various dialects of the different migrant workers. In order to overcome language barriers, the television campaign has to be executed across a comprehensive range of channels, dubbed in local dialects and subtitled in Hindi, the main language in India. The television advertisements could also be used as movie commercials as watching movies are a favourite pastime in India. Placing daily advertisements in the main papers of Mumbai would also increase visibility of the campaign. Using print media gives the readers opportunity to slowly digest the messages of the campaign at their leisure. The last proposed media platform is radio. As a lower cost alternative compared to television advertisements, radio allows for higher frequency messaging and helps to extend the TV, print and outdoor advertising messages to provide additional exposure. Online media is not a proposed platform as our target audience is expected to have only limited access to computer terminals or the Internet. Hence the Internet would not be where they consume information. Marketing communications mix also includes the use of events, activities and public relations to supplement the mass media campaign. In this case, the talking points provided by the media campaign will be reinforced by events at red-light districts. In Mumbai, these 8

events will be fronted by IPCs who would wear t-shirts with the tagline “Will BP get AIDS?”. Depending on the success of Mumbai’s pilot, similar events would be carried out in other ports. These events should be organized around the various themes of the different advertisements and leverage the talking points raised by the BP campaign. The IPCs’ role would be to increase visibility by wearing the t-shirts, engaging the target audiences through personal communication and by handing out relevant educational pamphlets that deal with the current theme. The events would also provide another distribution point for cheap condoms and enhance the target audience’s access to the product. Engaging the media to cover the events would also provide credible coverage and raise the profile of the BP campaign. It is proposed that the IPCs would engage port management to garner their support for Operation Lighthouse as well as seed the path for a shift in company policies and perspectives toward prevention. Further, the IPCs would engage potential retailers at the locales where the target audience congregate to expand condom distribution channels in these areas. Potential retailers include petrol kiosks, magazine counters, provision stores, and even condom vending machines in toilets (canvassing building/outlet management could facilitate this). Engineering other public relations opportunities would also increase awareness for the campaign. As celebrities and sportsmen, especially cricketers, possess an almost deitylike status in India, the use of celebrity role models to endorse the BP campaign would increase visibility and generate more talking points. Working with the main organizers of various high-profile events such as Bollywood awards night, to encourage all celebrities to the event to wear the red AIDS ribbon, would also raise the general awareness of AIDS. It is anticipated that the above efforts would add to the reach and impact of the BP campaign. Based on the information from Exhibit 5 (high prevalence states) and Exhibit 8 (major ports of India), OPL’s mass media strategy should first target the twin epicenters of Maharastra and Tamil Nadu (four ports), followed by four ports within the high prevalence states of Andhra Pradesh, Karnataka and West Bengal, and lastly the three ports within the low-prevalence states of Goa, Kerala and Orissa (see Table 6). If the pilot in Mumbai is 9

successful, it will be fine-tuned according to post-campaign survey recommendations and rolled out as planned. Twin epicenters, Maharastra and Tamil Nadu, with two-thirds of India’s HIV/AIDS cases, are allocated the lion’s share of 50%. No

State

Pilot

Maharashtra

Phase 1

Maharastra

No % of Total of marcom (USD) port budget s High 1 1,360,000 immediate post-effectiveness survey High 1 800,000

Tamil Nadu

high

Andra Pradesh Kamataka West Bengal

High

Total Phase 2

Prevalen ce

High High

2 4 1

32

Goa

Low

1

600,000 1,200,000 2,400,,00 0 450,000

Kerala Orissa

Low Low

Total

1 1 3

18

450,000 450,000 1,350,000

Total

11

100

Total Phase 3

1 2 4

50

1,600,000 3,760,000 600,000

Notes

Pilot in Mumbai excludes production costs and IPC; assumes 20k/tvc for dubbing into local dialect

7,510,00 0

Table 6 – Rollout strategy and budget allocation for media blitz

Funding sources for PSI are $20 million fund from USAID and revenue from condom sales1. Budget allocation for campaign roll-out is estimated in Table 6. The projected expense for the campaign’s initial marketing communications efforts leave approximately $12.5 million of USAID funds for the next 5 years. This amount excludes estimated annual revenue of S1.2 million from condom sales1. Together, money from both sources will be used to meet PSI/OPL objectives via activities that include social marketing for condoms, 1

Estimating PSI’s revenue from sales of Nirodh & Masti condoms (PSI received 90% subsidy from the GOI for its condom distribution, but the difference in price between its condoms and commercial condoms doesn’t reflect this 90% subsidy, hence we expect much of this revenue can become PSI’s profit from selling condoms): BrandAverage Annual Sales (millions)Approximate Unit Price (Indian rupees)Annual Revenue (Million Rupees)Annual Revenue (USD)Masti43.84167143.84166667Nirodh25.558330.575*14.69604167Total58.537708331,197,09

0.15***P=average price of Nirodh brands **Average Exchange Rate of 2002: 1USD = 48.9INR

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set-up of mobile VCT/STI clinics, provision of PPT for STI treatment, set-up costs for Help Lines and the training and education of health care providers, IPCs and Help Line operators, amongst others. For the pilot in Mumbai, the recommended media campaign strategy is to execute a 90-day media blitz and ensure maximum reach of the target audience. The communications budget for the pilot in Mumbai is estimated to be USD 1.36 million for a 90 day campaign (see Table 7). Similarly, it is proposed that the efforts of the 90 day campaign are sustained over 5 years by (i) an increase of 20 (people) in the number of IPCs, which costs in total approx. $480,000; (ii) billboards shown all year-round (with the content changed semi-annually) which costs $68,400; (iii) newspaper ads, TV and radio commercials which are shown at lower frequency and costs about $250,000; plus (iv) other activities including an immediate post-campaign effectiveness survey, additional condom distribution points (improve access to condoms to support behavior change encouraged by BP), other follow-up events, printing costs for additional educational pamphlets. Total cost of all follow-up activities is estimated at $1 million or $200,000 per year for Mumbai. A final note about marketing communications and PSI India’s condom social marketing efforts: we recommend that this crucial activity continue, especially with a focus towards opening the distribution channels for condoms to support the expected increase in demand for condoms due to OPL. Method

Cost (USD)

per

Mass media production

100,00 0

production

35s TV Commercial (series of 5)

300

spot

Newspaper ads

500

placement

Billboards Movie commercials

1,200 100*

month Spot

Radio

80,000 *

Campaign

Suggested exposure

Total Cost (USD)

Note

600,000

5 productions targeting the 5 identified barriers, plus one trailer Each commercial runs for 18 days @10 times/day; trailer runs for 5 days @ 10 times/day

180 spots/ commercial; 50 spots/trailer 180 ads over 90 days

285,000

3 months 900

3,600 90,000

90,000

80,000

Two ads/ day, one in each of the two main language papers Over 90 day campaign Cost is estimated at 1/3 of tv budget; Projections based on 10 spots/day for 90 days Cost is unknown, estimated at 10% of tv

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budget

IPC

100

Week/IPC

Events

100,00 0 50,000

Campaign

100,000

Increased coverage for campaign duration. Cost of the original 15 IPCs is covered by Funding from Ford foundation (30,00050,000 annually). Projected

Campaign

50,000

Projected

Posters and pamphlets

Original 15 IPC plus extra 50 for 90 days

60,000

Total

1,358,60 0**

Table 7- Estimated communications budget for 90-day pilot campaign in Mumbai *estimated **assumption is that total cost includes media buy, creatives and production

The general trend of total numbers of condoms distributed or sold (both through free distribution and social marketing) remained fairly constant between1995 to 2001 (see Figure 1). It can be seen that socially marketed condoms are on a general uptrend while the opposite is true for free distribution of condoms. This implies that current condom social marketing efforts from organizations such as PSI are “swapping” freely distributed condoms for socially marketed condoms instead of growing the total quantity of condoms in the market. We expect a general uptrend for revenue from socially marketed condoms for PSI due to this “swap” as well as the increased demand for condoms as the new marketing campaign for PSI takes off (we have, however, remained conservative with our budget estimates of revenue from condom sales above).

Number of Condoms (in millions)

1400 1200 1000 800

Freely Distributed Social Marketing FD + SM

600 400 200 0 1

2

3

4

5

6

Years from 1995-2001

Figure 1- Trends of freely distributed and socially marketed condoms 12

The current estimates indicate that 3 million condoms are being distributed or socially marketed every day on average. It would take a huge army of IPCs from all the NGOs combined to achieve such figures (almost 60000 IPCs if each IPC contacts 50 people per day every day of the year and gives or sells a condom to each of these contacts). This has the following implications: a.

There may be “pressure techniques” employed in social marketing to sell

more condoms which might defeat the purpose of encouraging personal purchases of the condoms in the first place. b.

Freely distributed condoms may be indiscriminately given out (even to wrong

target segments) and the allocation of these resources needs to be refocused. c.

We may not be able to use this measurement as an accurate gauge of

increased condom usage.

MEASURE RESULTS PSI India should measure success based on the following indicators, namely: (1) Mass media target audience recall rate and its suitability in the first pilot test Mumbai. (2) Pre and Post findings comparison from men’s focus group, (3) HIV prevalence rate in India, (4) HIV prevalence rate of sex workers in Mumbai, (5) Condoms usage in India. As Mumbai is the pilot, Measurement 1 is critical to determine the impact and effectiveness of campaign and appropriateness of media mix. Mumbai’s success sets the stage for the remaining ports and determines strategic communications direction for rollout. For example, is there is a need for new IPC teams and IPC-fronted events in other ports? Firstly, PSI India must measure mass media target audience recall rate and its suitability in the Mumbai pilot test.

The effectiveness of the media campaign can be

measure through data collection from consumer surveys in aided or unaided forms. Some questions can include: “Have you heard of BP, and from where?”, “On a scale of 1-5, how much do you like the commercial?” or “Has your perception of HIV change in the last 6 months?” The results will go into making any necessary refinements for the next phase of the project. 13

Secondly, the same statistics from the research studies conducted prior to OPL should be re-evaluated to learn if there has been improvements pre and post campaign. Using focus groups, pre campaign research findings show that the 2 age groups of men hold certain perceptions of sex with various profiles of women (Table B). Post campaign, the same research must be conducted and the results will allow us to measure any improvements/ decline in the same barriers. For points (3) HIV prevalence in India, PSI India should keep track of changes in the rate of HIV transmission in India.

These data can be gathered via government health

authority (possibility of riding on the Sentinel program), or from HIV testing centres. If the campaign is effective, HIV rates should stay stable or decline for the country as more Indians become aware of the situation and take preventive measures. Point (4) measures the HIV prevalence rate of Mumbai sex workers. While we cannot expect prevalence to go to zero, its spread can be slowed. Point (5) relates to condom usage in India. If the campaign is effective, we expect increased condom usage. These could be estimated by the growth rate of the entire condom category. However, it should be noted that this measurement (as mentioned earlier in the report) is only a proxy to the actual condom usage by the target audience. To bolster this measurement, IPCs should also suss out the ground in their conversations with sex workers if there is a general trend towards more men using condoms.

IMPLEMENTING

THE

MARCOM STRATEGY

Given the complexity and difficulty to communicate about sex and HIV in India, it is critical to take a long term approach because consumers need time to internalise the messages. The implementation schedule for Mumbai’s pilot is summarized in Table 8. The strategy is to blitz Mumbai across the various media platforms and augment the mass communications with an additional 50 headcount IPC team (total of 65 workers) plus events and public relations efforts. To sustain the interest generated by the 90-day blitz, the follow-up strategy post-campaign includes maintaining a prominent billboard and poster presence, events and activities, and additional IPCs for the next 5 years, amongst others. 14

Educational pamphlets will feature the Help Line number and “call to action” messages. For example, “Do you know someone like BP? Call XXX for more information”.

Marketing Implementati on timeline: Pre TVC TVC Print Radio

Period 1/ 5 days Trailer Introduc e BP

Trailer

MVC Outdoor On-ground Key Opinion PSI Hotline

Period 2/ 18 days

Period 3/ Period 4/ Period 5/ 18 days 18 days 18 days 90 day campaign

Period 6/ 18 days

Period 7/ next5 years Follow-up

Launch version TVC 1 version 2 Version3 version 4 5 Follow-up Subtle communication Hard communication ” Throughout, follows theme of TVC ” As per TVC schedule – see Table 7 for media buy strategy ” Billboards, posters (intense) ” IPC, events at red-light areas (intense) ” Celebrities and Port Union leaders’ endorsement Port Union events Invite callers Table 8 – Implementation schedule

MOVING FORWARD PSI India’s mass media campaign and continued deployment of IPCs would set the stage for more open communications about HIV/AIDS and condom use among Indians, and should change their targets’ behaviours. Looking beyond OPL, PSI India should capitalize on the new found social openness to meet its long term goals. Firstly, to motivate people to access PSI’s HIV/AIDS Help Line and VCI services, sequels to BP series should be made in following years, to leverage the anticipated positive results of the campaign. New characters can be introduced, for example, to educate people on available resources for HIV/AIDS-related consultation and help. Ideally, the BP series would evolve towards a “Tell a Friend, Tell a Loved One” theme as the population becomes more at ease with having open discussions about sex. Innovative condom social marketing schemes could also be adopted whereby members of the target audience are encouraged or even incentivized to market condoms to their peers whilst educating them about safe sex practices.

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Increased provision of STI and VCT services through clinics near port workers’ working areas would give workers ready access. These services should be continuously monitored for quality and performance against nationally benchmarked indicators. We also propose enhanced training efforts, both in terms of quality and quantity, for health care providers at PSI’s clinics and IPCs. Finally, as the message of safe sex becomes entrenched in India’s social consciousness, PSI should target other modes of HIV-AIDS transmission such as intravenous drug use and homosexual intercourse. This will contribute to a holistic approach towards solving the problem of increasing HIV/AIDS prevalence in India.

Conclusion OPL is but a part of the ongoing battle in India against a pervasive, though increasingly less unknown, enemy. We recommend going forward with the BP campaign supplemented by continued deployment of IPCs, improving the skill set of the IPCs, increasing the distribution and accessibility of condoms, creating new manuals about HIV/AIDS and strengthening the HIV/AIDS helpline. OPL will focus on sowing the seeds by educating the society and generating discussion through mass communications, paving the way for future initiatives to reap the harvest.

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Appendix I Demographic Segmentation

Risk

Formally Emp Port Workers

Low

Families Migrant Labourers Blue Collared Ind. Workers Casually Emp Port Workers Sailors Port Security (CISF) Truckers and Helpers Sex Workers Total

Total Size (absolut e) 70,000

Total Size (percenta ge)

Risk Target

Final Target Size

1

0

0

Low

3,972,50 0

44

0

0

Mediu m

2,250,000

25

2,250,00 0

2,250,000

Mediu m MedHigh MedHigh MedHigh High High

2,250,00 02 150,0003

25

2,250,000

2

2,250,00 0 150,000

20,000

0

20,000

20,000

4,5004

0

4,500

4,500

1

150,000

200,000 2 200,000 200,000 70,000 1 70,000 0 8,987,00 100 4,944,50 4,874,500 0 0 Table A – Demographics Segmentation (Total Size)

1

Estimates of the number of migrant workers Assumption Total Male population 50% of total India's Population Working age male population 30% of total male population Working male population rural areas Total migrant workers

in

Total migrant workers in port areas

50% of male population 30% of working males 10% of total migrant workers

2

Equals number of migrant workers in port areas

3

Mean of the size estimate in the PSI Ports Assessment is used

4

Ibid.

Size 500,000,000 150,000, 000 75,000, 000 22,500, 000 2,250, 000

Gender

Size Size (absolute) (percentage) Male 4,057,000 98.3 Female 70,000 1.7 Table B – Gender profile of riskier segment

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