As India’s leading truck maker, Tata Motors has been committed to providing genuine solutions that benefit the health and well-being of the category and its community. One particularly challenging issue pertaining to truck drivers was that of creating awareness about AIDS & sexually transmitted diseases (STD). As per the National Aids Control Organization (NACO), 2 million truck drivers visit sex workers every year. Out of them, only 11.4% use condoms, the result being that 16% of Indian truck drivers suffer from STD.
Challenge#1: REACH – Indian highways are largely media-dark and often media-ignored. Traditional and non-traditional media have absolutely no penetration - so no TV, press, outdoor or internet. How do we get through to our audience?
Challenge#2: SIMPLICITY – Most truck drivers are not very well educated. Our messaging therefore had to be simple and easy to understand.
As a Government mandate, every Indian truck has the message ‘USE DIPPER AT NIGHT’ painted on its back. Could these trucks themselves become our medium?
THE BIG IDEA: USE DIPPER AT NIGHT
(Just like Dipper lights at night are needed for road safety, Dipper condoms at night are needed for safe sex).
PRODUCT CREATION: We created & launched a condom brand, and named it ‘DIPPER’. It was sold in packs of 3 to create a habit.
MAKING THE MEDIUM THE MESSAGE: Trucks across the unreachable, media-dark highways became both our medium & message, as truck drivers simultaneously received and carried the message - and in a universal language that all truck drivers related to!
ZERO MEDIA COSTS: The entire activity was done at zero media cost!
PACKAGING: Our packaging was inspired by a form of cult art that is specific to Indian trucks - which helped us connect better with our audience!
DISTRIBUTION: We distributed these at all trucker-frequented spots like service centres & petrol pumps.