We don't claim to convert, but aim to create an awareness for favourable attitude,'' announces Col V N Tambekar (retd), Joint Director, Field Publicity (Maharashtra, Gujarat and Goa). The branch of publicity with its 271 field units and 22 registered offices is engaged in the task of publicising various programmes and policies of the government. Particularly noteworthy is their work for AIDS awareness and the recognition of the role of women in the national progress that has led to sustained and effective campaigning in these areas.``It has been difficult to reach people in rural areas because most of them are not interested. And then there is the danger of antagonising them with unfamiliar ideas,'' says Tambekar. This calls for a diplomatic and cautious approach. It is no wonder then that most of the field workers are intensively trained to ensure that the campaigning meets its target. Another difficulty, maintains Tambekar, is that people are liable to misconstrue and perceive government communication stereotypically - mostly with an air of disinterest.``Interpersonal communication is the best way to conduct our work,'' admits Tambekar. While field workers are recruited through the UPSC and undergo a course at IIMC, the field assistants are people from the districts itself and aware of the unique problems of that district. ``There are a lot of journalists who work with us,'' claims Tambekar. Campaigning is conducted in blocks all year round with imminent problems finding priority. India could no longer ignore the looming threat of AIDS. And so in 1986, the National Aids Control Organisation was set up with the theme Jankari hi bachav hai. A mobile van equipped with educational material would make a round of the selected blocks on a 10 to 15 day tour.The campaign is targeted at an audience that is categorised into students, women, anganwadi sevikas and opinion leaders like gramsevaks and sarpanchs. Also involved are NGOs, panchayat samitis, truck drivers associations, Lions and Rotary clubs, NSS and the Mahila Sanstha. A gathering is organised and a discussion ensues. There are talks by the field workers and sometimes an expert contributes. This is followed by a discussion and the village people are encouraged to participate. ``We welcome resistance because we know that the person has started thinking about these issues. Many a time we find that women are shy to speak in public. They linger around after the talk and approach us with questions. This is an encouragement for the efforts we take,'' adds Tambekar.He is also quick to point out that there is an increasing awareness and curiosity among the younger generation on information related to sex. As a result college students have formed groups to interact through discussions and street plays with their peers. The field workers also conduct quizzes, poster competitions, photo exhibitions and film shows. The creative response from the children shows a deep awareness and concern for the problems.``Our aim is to disseminate information in many ways to as many people as possible,'' says Tambekar, ``and we are satisfied if we have helped change and save a few lives''.
