For Movie Buffs: Developing impactful public health advertisements for young people using references from cinema

The two 30-second public service advertisements are to promote the helpline for reproductive and sexual health, operated by JSK in India. The advertisements exploits the  core traits of young people i.e. curiosity, asking questions, trying out new things and ideas, need to talk and get more information and uses it to use it add ‘punch’ to the messages. Indian cinema has a huge fan following and romantic themes dominate, with song-dance, running around trees, action packed scenes, etc.  The films use these qualities of Indian cinema across ages i.e. 60's, 70's till date and links it to the young people with questions about love, sex, children etc.  Spoofs of lovers in cinema from various eras, funny dialogues, bright and colourful visuals, slapstick comedy, etc. are added to generate interest in the audience.  The clear messaging in the end, ensures that the key behavior i.e. calling the helpline is remembered.  Issues of gender and social inclusion  are subliminally integrated within the film.