In the Development Sector

Vinita’s involvement in the development sector was accidental and grew out of a conversation with a friend who was a Kreeda customer. The Heroes Project (established by Richard Gere and Parmeshwar Godrej) were seeking a Senior Media Director to address communication about HIV related issues in India, particularly in the states of Karnataka and Tamilnadu which were states with a high prevalence of HIV. Vinita on the other hand was seeking a more meaningful use of her communication expertise to find some way to give back to society.

• It was the perfect opportunity, and this consultancy led to many exciting projects
• Training programmes for actors, directors and script writers in the film and television industry to portray audience sensitive information and subtle messaging
• Working with script writers and producers to integrate HIV messaging into their scrips in a sensitive manner
• Working with media houses to curate effective yet entertaining programmes for effective messaging
• Organising a Round Table – bringing stakeholders from all walks of life to co-ordinate and curate HIV/ AIDS efforts
• Working with celebrities by sensitising them and involving them in numerous initiatives.
• Working with government agencies and other international organisations to curate and coordinate campaigns and programmes around HIV

Vinita then went on to consult with Population Services International on Project Connect, to bring in corporate partnerships into HIV/AIDS efforts in various states. This effort led to a unique parthership with iconic actor Kamal Haasan and Hello FM the popular radio station. This initiative was to spin off into an independent trust called the Petralthan Pillaiya Trust to support children with HIV for counselling, mentoring and financial assistance for higher education.

Over the years Vinita has continued her work in the social sector, consulting with Save our Children, Care India, etc and volunteering at Crafts Council of India, Sugun Thomas Foundation, to name a few – working on a range of issues from HIV to child trafficking and domestic child labour, craft revival to education and women’s empowerment.