Under the PPP model, Govt. of Rajasthan had partnered with Wish Foundation to revamp the Public Health Centre network across the state of Rajasthan. However, popular opinion was that it was impossible to offer modern healthcare, doctors, well-trained staff and equipments at PHCs. The objective was to make people aware of this incredible feat achieved and encourage them to visit. This gave birth to the 'Hard Oonth' - The 'Green Camel' - An impossibility that people would scoff at and yet it was made possible just like the modernisation of PHCs by the Govt, so come and visit and see for yourself! A mass-media campaign as well as on ground activities were designed. Two TVCs one targeting consumers and the second targeting stakeholders like Govt. agencies etc. were created along with an entertaining radio jingle. The print campaign lived and breathed Rajasthan, its cultural milieu and its pride.