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  • SUB CATEGORY :
    PRODUCT DESIGN: INNOVATIVE & SUSTAINABLE DESIGN
  • COMPANY ENTERING :
    MCCANN WORLDGROUP INDIA, MUMBAI
  • TITLE :
    IMMUNITY CHARM
  • BRAND :
    MINISTRY OF PUBLIC HEALTH, AFGHANISTAN
  • ADVERTISER :
    MINISTRY OF PUBLIC HEALTH, AFGHANISTAN
  • AGENCY :
    MCCANN WORLDGROUP INDIA, MUMBAI
  • CHIEF CREATIVE OFFICER :
    PRASOON JOSHI
  • EXECUTIVE CREATIVE DIRECTOR :
    PRATEEK BHARDWAJ
  • CREATIVE DIRECTOR :
    SOUMYA SHIVA NAGABHUSHAN
  • CREATIVE TEAM :
    VAIBHAVA BHATNAGAR/URVASHI DAS
  • COPYWRITER :
    PRATEEK BHARDWAJ
  • ART DIRECTOR :
    SOUMYA SHIVA NAGABHUSHAN
  • ACCOUNT DIRECTOR :
    KAMYA ELAWADHI
  • MARKETING DIRECTOR ASIA PACIFIC :
    HARSHIT JAIN
  • MEDICAL ADVISOR :
    DAN CARUCCI
  • BACKGROUND OVERVIEW :
    REMOTE AREAS, ILLITERACY, AND TRADITIONAL BIASES AGAINST VACCINES, MEAN AFGHANISTAN HAS A VACCINATION COMPLETION RATE OF JUST 50%. DOCTORS FACE A LACK OF IMMUNIZATION HISTORY AS PARENTS DO NOT MAINTAIN VACCINATION CARDS. WE NEEDED THE PEOPLE OF AFGHANISTAN TO UNDERSTAND THE IMPORTANCE OF IMMUNIZATION AND HELP THEM COMPLETE THEIR CHILD'S IMMUNIZATION. THE IMMUNITY CHARM IS THE IMMUNIZATION HISTORY OF A CHILD, WORN BY THE CHILD. IT CREATES A DIRECT RELATIONSHIP BETWEEN INFANTS' DOCTORS AND THE PARENTS. BORROWING FROM AN AFGHAN TRADITION ITSELF, WE MODIFIED THE EVIL EYE CHARM, COMMONLY FOUND ON AN INFANT'S WRIST, AS OUR MEDIUM TO SPREAD THE MESSAGE OF IMMUNIZATION AMONGST VARIOUS AFGHAN COMMUNITIES. THE CHARM IS NOT MERELY FOR THE PURPOSE RECORD KEEPING OF VACCINES BUT ALSO REMINDS PARENTS TO FOLLOW UP ON THEIR CHILD'S IMMUNIZATION.