Bangladesh Center for Communication Programs (BCCP) in partnership with Square Group launched an awareness campaign on HIV/AIDS, "Lets Talk About AIDS" at the Bangladesh-China Friendship Conference Centre on May 29, 2005. The overall objective of the campaign is to create an enabling environment among the general population so that HIV/AIDS issue is discussed freely based on a correct understanding of what it is and how it impacts on everyone. The theme, “Janbo, Balbo, Rukhbo” or “Know AIDS, Talk AIDS and Prevent AIDS.” was used in all materials with a special image created for the launch: “Express 2005 Dhaka.” Express 2005 was used to encourage people to express themselves about HIV/AIDS.

A part of the long queue for the event

The program started at about 5:30 p.m. with a house-full environment. More than 1700 people from all levels - housewives, youths, couples, adolescents, health professionals, representatives of NGOs and donors, students and GOB officials, community and religious leaders, journalists, etc. attended. An advertisement ran in Prothom Alo, a well circulated daily newspaper, at their courtesy every day starting three days before the event and including the day of the event. As a result, an additional about 500 people arrived were standing outside the premises. The program continued till 8:00 p.m

A press conference was held on the day before of the event that was a Saturday, 28 May at the National Press Club in Dhaka. All the leading newspapers and TV channels attended. Mohammad Shahjahan, CEO of BCCP and M. Ashiqul Haque Chowdhury Executive Director (Admin) of Square Pharmaceuticals Ltd. represented BCCP and Square Group respectively. In addition, Hasan Abidur Reza Jewel, a well known singer and producer of the launch event, and Kumar Bishwajit, another popular singer who will participate in some of the regional launches sat on the dais, as well as Yasmin Khan, Senior Deputy Director of BCCP and Sarwat Ahmad, Executive Director of Mediacom.
A press kit was distributed to all attendees. The kit included a press release that explained the event and campaign strategy as well as a fact sheet on HIV/AIDS, a poster for the event and a CD of the four TV commercials (TVCs). The coverage was immediate. All cable channels aired the event that evening along with a prominent article in all the major national newspapers the following day.

29-May Dhaka Event and Campaign
During the day a truck decorated with the Express 2005 Dhaka image and a musical group drove around Dhaka stopping at key high-traffic areas and distributed more than 500 gate passes that allowed people to attend the event free of charge.
While the event was taking place, two mobile video units were stationed at strategic points within Dhaka displaying the TVCs to people primarily who had no access to TV. In addition, posters announcing the event were posted around the city.

A musical group in a decorated truck performing folk songs and distributing invitations for event

The front gate was decorated with the image "Express 2005 Dhaka" and a large backdrop was also decorated with it. The purpose of the event was to show solidarity among people from diverse professions who are willing to discuss HIV/AIDS openly. All attendees were given the leaflet that explained what HIV/AIDS is and how it is transmitted along with a red ribbon pin. The entertainers included highly popular singers, rock stars and a dance troupe. Mr. Abdur Noor Tushar, the emcee, a popular TV personality, explained the purpose of the event. Mr. Shahjahan spoke about the HIV/AIDS situation in the country and why it is so important to start talking openly about HIV/AIDS. The four TVCs, produced with technical assistance from the Health Communication Partnership (HCP) based at the Johns Hopkins Bloomberg School of Public Health/Center for Communication Programs (JHU/CCP) and funding from USAID, were then showed to the audience. Mr. Anjan Chowdhury of Square Group spoke about why his company decided to participate in this important cause. Other speakers spoke at various intervals – alternating with performances. Speakers were Prof. Dr. Fatima Parveen Chowdhury, Line Director, National AIDS/STD Program; Major General (Rtd.) ASM Matiur Rahman, Chairperson, TC of the National AIDS Committee; Mr. Charles Llewellyn, Team Leader, PHN team/USAID; Mr. Faridur Reza Sagor, Managing Director, Channel I; Mr. Matiur Rahman, Editor, Prothom Alo. Moulana Zahidul Haque, an Imam, spoke and invited all to obey the rules of Islam and thereby combat spreading of AIDS in the country.

An Imam is seen in a TVC discussing AIDS in the Community

The event was covered in all the TV channels that evening, including Bangladesh Television and was reported in the national newspapers the next day. Press coverage in the Daily Star, Jugantor, Inquilab, Prothom Alo was remarkable. The Independent - a English daily, published a sub-editorial which started saying, "A different kind of approach to disseminate the messages of the fast emerging threat of HIV/AIDS has been initiated......". In conclusion, the sub-editorial says, "The civil society deserves full support of all. We hope the program would not fizzle out after a brilliant start..."

The event achieved the objective of starting an open discussion. The caliber of the performing artists (for example the ost popular rock star not only performed in Dhaka but was so moved by the event that he volunteered at no cost to perform at some of the other regional events), the variety of prestigious speakers: a religious leader, policymakers, an ex-captain of the Bangladesh cricket team, film makers, actors, models, and doctors helped to convey a unified commitment to talk

A group of artists performing dance in the event

about HIV/AIDS, know and prevent it. The launch proved to be a highly visible way to introduce the mass media campaign and ensure that people will be receptive to the main messages being conveyed and take appropriate actions. The media campaign.