Campaign: ‘More to Healthcare’
Leading healthcare provider, Max Healthcare; recently came up with a heart-touching campaign, to acknowledge the unsung heroes of healthcare. The ‘More to Healthcare’ campaign has been launched as a string of bite-sized videos on various social media platforms, including Facebook, Twitter, Instagram and YouTube. The thoughtfully curated videos provide an insight into the hard work put by ICU nurses, OT technicians, ward boys, emergency response teams and even the front office executives.
Campaign: #BaatTohKaro campaign
India’s most preferred online doctor consultation platform, DocsApp, launched digital-first campaign #BaatTohKaro to encourage people to talk about health issues that are often stigmatized by society. The campaign includes a series of videos featuring actors Aisha Ahmed and Anupriya Goenka, who beautifully depict the emotions that individuals go through while dealing with mental and physical health issues such as pregnancy and depression. The whole idea behind the campaign is to break the societal taboos and foster a safe space where people can discuss their problems without inhibitions.
Campaign: ‘Grow Right’
Through its ‘Grow Right’ initiative, healthcare research firm Abbott India wanted to highlight the concerns parents have regarding the growth of their children. The firm partnered with parenting content platform Momspresso, and established a guild of experts to create a comprehensive set of guidelines, called the Grow Right Charter. The ‘Grow Right’ campaign garnered widespread attention because of its unique approach in addressing common yet neglected issues faced by Indian parents.
NeuroGen Brain and Spine Institute
Campaign: ‘One Mindful Mind’
This beautiful campaign by NeuroGen Brain and Spine Institute, bagged a Bronze at the Cannes Lions International Festival of Creativity 2019 under the Print & Publishing and Health & Wellness categories. Developed in partnership with TBWA\India, ‘One Mindful Mind’ is nothing but an interactive print tool kit that helps every parent turn into a counsellor for their children. The kit comprises five resources (feeling flashcards, mood journal etc.) designed to support the emotional and cognitive development of children.
Campaign: ‘Live after you Leave’
Fortis Healthcare created a thought-provoking video campaign to promote organ donation in India. The ad film shows a young couple visiting their family on Eid, letting viewers believe a son is meeting his mother after a long time. However, the man in question is actually an organ receiver. The parents fondly recall the time spent with their son who decided to donate his organs. The ad leaves a bitter-sweet taste in one’s mind, emphasizing the need for organ donation.
In 2014, the Indian Ministry of Health and Family Welfare paired with the Global Network for Neglected Tropical Diseases to create a communication campaign aimed at the prevention of Lymphatic Filariasis.
The video for the India’s largest public health campaign by the Mass Drug Administration to eliminate Lymphatic Filariasis (LF) begins with a trail of oversized footprints attracting a group of curious spectators. The growing crowd follows the giant tracks to find their owner and the intent investigation of the crowd captures the matched attention of viewers off-screen.
Lymphatic Filariasis, commonly known as elephantiasis, is a disfiguring and debilitating neglected tropical disease that puts three in five people in India at risk of infection. While prevention of the disease is fairly simple — a pill once every year — public participation in the government’s drug distribution programs was low.
In 2002, India set a goal to eliminate the preventable disease by 2015. Their current campaign plan began in 2004. Although the Filaria has not yet been eliminated in India, significant progress has been made since India’s largest public health campaign began.
The video leads the villagers to a man with LF, who stresses the ease of prevention and emphasizes that contracting the disease can happen to anyone. The narrative is largely positive with the patient himself acting as a champion for awareness and change. Distributed widely in ten different languages on television and online, the public service announcement reached over 300 million people.
The number of people reached by the MDA increased from 72 percent in 2004, to 89 percent in 2015. Subsequently, the microfilaria rate decreased from 1.2 percent in 2004 to 0.26 percent in 2015, according to India’s National Vector Borne Disease Control Program (NVBDCP).
As of May 2016, 72 districts (each with an approximate population of 164 million) completed the Transmission Assessment Survey for LF and were qualified to stop the MDA program, said the NVBDCP. India’s dedication and success in decreasing LF likely increased global attention on Lymphatic Filariasis and other neglected tropical diseases. On June 3, the World Health Organization reported that LF was eliminated in Sri Lanka and Maldives.
With the largest Mass Drug Administration in the world, the Indian government continues its efforts eliminate Lymphatic Filariasis by distributing LF preventative medication to 460 million people in 17 Indian states.
– Erica Rawles