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  • SUB CATEGORY :
    INNOVATION IN CREATIVITY
  • 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
  • CAMPAIGN SUMMARY :
    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.
  • THE BRIEF :
    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 STRATEGY :
    STRONG TRADITIONAL BIASES AND WIDE SPREAD ILLITERACY WERE THE MAIN HURDLES. THE IMMUNITY CHARM TAKES CARE OF BOTH AS IT IS ROOTED IN TRADITION AND REQUIRES NO READING OR WRITING ON THE PART OF THE PARENTS.
  • THE EXECUTION/THE EXECUTION & CRAFT :
    TO COUNTER THESE TRADITIONAL BIASES, WE TURNED TO ANOTHER AFGHAN TRADITION. A BRACELET THAT IS TIED ON INFANTS TO WARD OFF EVIL FORCES, NOW ALSO PROTECTS THEM FROM DISEASES. THE IMMUNITY CHARM COMPRISES COLORED BEADS, WITH EACH BEAD BEING CODE FOR A SPECIFIC VACCINE. ON EVERY VACCINE, DOCTORS ADD THE CORRESPONDING BEAD TO THE BRACELET.
  • THE RESULT :
    THE IMMUNITY CHARM HAS HELPED DOCTORS CREATE REAL ENTHUSIASM IN AFGHANISTAN ABOUT MAINTAINING IMMUNIZATION HISTORY. SEEING THE SUCCESS OF THE PILOT PROGRAM THE GOVERNMENT WILL NOW BE EXTENDING IT TO OTHER PROVINCES AS WELL.