"What Kind of Man Are You?" wins AAAI Award

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Breakthrough's cutting-edge multi- media campaign on women and HIV/AIDS has been honored by the Advertising Agencies Association of India Awards. The agencies recognized the creative merit of this sensitive campaign developed by ad guru Prasoon Joshi of McCann Erickson.

"What Kind of Man Are You?' brings public attention to the growing incidence of HIV infections within marriage. Many of the more than two million positive women in the country have been infected by their husbands. “What Kind of Man Are You?” created a much needed dialogue on safe sex, fidelity and gender discrimination.

Awards

Public Service and Political Advertising category, "What Kind of Man Are You?" won the following:

SILVER for the spot titled “FTV” - projecting a man watching fashion television while his wife carries on with house work and teaching their child in the background.

BRONZE for the spot titled “Kash” - depicting a young woman who questions her relationship with her husband when walking together in the rain under one umbrella.

FINAL NOMINATION for spot titled “Are you man enough?” where a young woman questions what it really is to be a man.