|The Great Escape|
The Great Escape is an interactive package for workplace intervention on HIV/AIDS and is targeted at the young employees. It comprises of a desktop detective game and a desktop messenger buddy. The package is installed on the desktop. On clicking the icon, the user can play a detective game on HIV/AIDS. The game disseminates information on HIV/AIDS though interactive quizzing and messaging. The user also sets the buddy, which appears periodically and gives random information on HIV/AIDS.
In an educational entertainment mode, The Great Escape is a multi-level scenario based detective game. Dr. Raja is researching the development of a preventive vaccine on HIV/AIDS and plans to his pathbreaking work at the forthcoming World conference on HIV/AIDS. This research, which could be worth millions of dollars, is of interest to an international gang. Dr. Raja has been kidnapped and taken to an unknown destination. In a role-play based mode, the user must help Dr. Raja to get back his research paper and help him escape to present his research during the conference. The user needs to explore each scenario, try to find clues to move to the next scenario, and need to collect different objects, which will help in his escape. HIV/AIDS related information is embedded in the game.
It has been conceptualized, designed and developed by ZMQ in collaboration with John Hopkins University, Avert Society, USAID and PEPFAR.
The threat of HIV/AIDS is looming large with India having 540 million Indians between 18 and 34 years making up almost 55 percent of the population. In a bid to caution this large workforce, the apt vehicle to disseminate preventive information against HIV/AIDS is gaming, as the medium is familiar with the young corporate employees. After all, learning is best internalized when it is presented in a format that is engaging and connects with both the mind and the heart.
|Arbit Choudhury – 1st B-school Comic Character|
Arbit Choudhury is a typical 2nd Year MBA student of a leading B-school. His life revolves around all the daily chores of an MBA. Tests, assignments, presentations, competitions, case studies, net-surfing, chatting, ctrl+C, ctrl+V are as much part of his daily routine as food, drinks, friends are. He often finds himself juggling with the concepts of strategy, logistics, marketing, finance, etc. and tries (in vain) to apply these in real life situations. His wisecracks frequently have everyone rolling in mirth. Perturbed by his penchant for blurting business balderdash, his friends jokingly call him “ARBIT” Choudhury.
He is the first international icon representing the community of MBA students and the managers across the globe who easily identify with Arbit’s humorous take on the idiosyncrasies of management world. He is an icon for all MBA aspirants, MBA students and all MBA pass-outs who ‘experience’ Management funda’s and jargon day in and day out.
The creators realized that in today’s internet age, the most effective way of reaching comic fans is through e-mail and web, rather than through print media. Hence, they decided to make Arbit Choudhury a full-fledged Web-Comic. The rise of Arbit Choudhury symbolizes the coming of age of Internet marketing. Arbit Choudhury belongs to the generation of new age comic characters, who reach his fans across the world through completely online and electronic means.
The saga of Arbit Choudhury demonstrates that ICT could be used as an effective marketing tool with a dose of imagination veering towards entertainment. Intervention messages could adopt Arbit’s strategy of micro-distribution over a large geographical area to reach the target audience. Comic character and ICT offer immense possibilities for communicating serious thoughts quickly and to a large audience and in an interactive mode. Consequently, the engagement could help in swaying perceptions or peeling off myths and misconceptions relating to health, environment and social issues. It could open new doors for others.
Hemant Kumar Jain
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