Haath Se Haath Milaa

Haath se Haath Milaa used interviews, film clips, film songs, and coverage of 'challenges' to entertain, inform, and educate viewers about HIV/AIDS - and to encourage activism. Every week, an individual who had made a significant contribution to raising awareness of HIV and AIDS - known as a 'Yuva star' - would join their favourite film star on Haath se Haath Mila. The Yuva star and the Bollywood star would then set up challenges for each other to help change attitudes and behaviour around HIV and AIDS. For example, in one episode, actress Shilpa Shetty travelled to Padubelle village in South India to meet Yuva Star Shanti Noronha. An HIV-positive 31-year-old mother of 2 sons, Shanti formed a district-level network of positive people who work to create awareness of HIV and AIDS among schoolteachers, students, and migrant workers in her community. Shanti accepted Shilpa's challenge to organise a screening of her HIV-related film, Phir Milenge, for the people of her district. While the audience is engrossed watching the film, Shilpa arrives. Together, the two of them organise a large-scale inter-college dance competition for the district, in which the contestants must also correctly answer HIV-related questions. In total, 21 Bollywood stars and 20 'Yuva' stars appeared in the series.

As part of one spin-off activity, organisers sought to create an unbroken human chain of 80 young people, joining their hands to raise awareness and to participate actively in the fight against AIDS. Two caravan-style buses (one for participating girls and one for boys) journeyed through 5 Indian states picking up 2 young people (or "Humsafars") from each village visited. The Humsafars come from a variety of backgrounds, and included paan wala, boatmen, tailors, taxi drivers, mothers, and housewives. The young Humsafars joining the chain often faced strong opposition from their families and, at times, their entire village. Some of them were HIV-positive; organisers claim that the journey provided them with a platform from which to have their say. The Humsafars aimed through the journey to increase awareness about the disease, create an AIDS charity anthem, and release a charity music album to raise money for the fight against AIDS. The record they produced, Lau (Flame), reached the top 10 of the music charts in 5 major Indian cities.

In addition, a Haath Se Haath Milaa title song and music video were produced with over 40 film stars and 10 television stars. Top names in the Indian film industry wrote, composed, and sang the title song, pro bono. The Haath Se Haath Milaa music video was screened on all commercial music television and radio channels and at cinemas around the country in June and July of 2006. The video could also be viewed as in-flight entertainment on Kingfisher Airlines. The royalties from the sale of the music video were divided equally between two non-governmental organisations (NGOs) that work with children affected by HIV and AIDS.

A Haath Se Haath Milaa website was launched to provide updates on the 52 episodes and information on HIV and AIDS. The interactive website allowed users to participate in Haath Se Haath Milaa contests and give feedback on the programme.

HIV/AIDS, Youth.

Organisers estimate that the 52-episode programme reached 51 million people. Here are some specific indicators of impact:

• Knowledge that HIV can be transmitted through unprotected sex increased from 16% to 35% for viewers of Haath se Haath Mila. Among sexually active men, 62% of Haath se Haath Mila viewers are aware that unprotected sex could be a route of HIV transmission, compared to 39% of non-viewers.
• Knowledge that having multiple partners increases the risk of HIV transmission increased from 18% to 27% among viewers.
• Knowledge that you should always wear a condom to protect against the virus when having sex increased from 51% to 71% of male viewers and 26% to 49% of female viewers.
• Knowledge that HIV can be treated increased from 14% to 25% for viewers.
• Twenty percent of Haath se Haath Mila viewers stated that they ever felt like getting tested for HIV, compared to 11% of non-viewers.
• The attitude that people living with HIV and AIDS have the same rights as those uninfected increased from 67% to 79% of male viewers and 70% to 84% for female viewers.