BUSINESS CONTEXT
Anaemia is an epidemic plaguing the Indian population. It affects the development and productivity of youth, which translates in the economy of the country. The task was to educate the people about anaemia and encourage them to visit the free camp and engage them by forming a WhatsApp community.
Anaemia is an epidemic plaguing the Indian population. It affects the development and productivity of youth, which translates in the economy of the country. The task was to educate the people about anaemia and encourage them to visit the free camp and engage them by forming a WhatsApp community.
SOLUTION
Deloitte created a community of people who were anaemic. Using a systematic communication plan, the audience was educated to debunk myths, orthodoxies and stigma around Anaemia. The messages focused on small things like washing hands, drinking water, wearing slippers, eating healthy, etc. The communication language was spoken Hindi and local slangs to put our message across.
To engage the audience, Deloitte created a character ‘Chutki’ and created a comic series called “Choti Chutki ke Badey Sapney”
Vans were used to broadcast message in narrow lanes and invite people to the camp. Every affected person was given a ‘health card’ to track their medicine intake. While in the first phase saw an influx of women, during the second phase we sensed reluctance in women due to the stigma of being sick. To overcome this, Deloitte proposed a door-to-door initiative where volunteers went to the houses of affected people to check on them, conduct tests and distribute medicines.
Deloitte created a community of people who were anaemic. Using a systematic communication plan, the audience was educated to debunk myths, orthodoxies and stigma around Anaemia. The messages focused on small things like washing hands, drinking water, wearing slippers, eating healthy, etc. The communication language was spoken Hindi and local slangs to put our message across.
To engage the audience, Deloitte created a character ‘Chutki’ and created a comic series called “Choti Chutki ke Badey Sapney”
Vans were used to broadcast message in narrow lanes and invite people to the camp. Every affected person was given a ‘health card’ to track their medicine intake. While in the first phase saw an influx of women, during the second phase we sensed reluctance in women due to the stigma of being sick. To overcome this, Deloitte proposed a door-to-door initiative where volunteers went to the houses of affected people to check on them, conduct tests and distribute medicines.
IMPACT
The campaign is still live.
Over 60% of women reported seeing a change in their quality of life. Even men pledged to keep a track of the nutrition of their wives. Over 80% of people came to the camps. Over 20% engagement via WhatsApp.
The campaign is still live.
Over 60% of women reported seeing a change in their quality of life. Even men pledged to keep a track of the nutrition of their wives. Over 80% of people came to the camps. Over 20% engagement via WhatsApp.
