Prostitutes in southern India are being given discount shopping cards in return for having regular checks at a sexual health clinic as part of a project to raise HIV/AIDS awareness.

UNAIDS, the United Nation’s AIDS agency, recently said India has the highest HIV caseload in the world, with an estimated 5.7 million people living with the virus.

“They were very particular about us including a sari shop. Presentation is very important for them,” said Sushena Reza-Paul of the Karnataka Health Promotion Trust.

Shops and restaurants in the city of Mysore were at first hesitant about being associated with the sex workers’ project, but eventually relented after being convinced that 500 card-carrying sex workers would lead to a steady stream of paying customers.

Reza-Paul said being able to flash a credit card-sized piece of plastic was also giving an unexpected boost to the sex workers’ self-esteem.

“They tell me that only rich people can normally have these kind of cards - so it gives them a sense of pride and belonging,” she said.