SUB CATEGORY :

LOTUS ROOTS

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

CULTURAL CONTEXT EXPLANATION :

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. 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. BY CODIFYING THE BEADS ON THE BRACELET, DOCTORS HAVE CREATED AN INCENTIVE FOR AFGHAN MOTHERS TO MAINTAIN IMMUNIZATION HISTORY. ON EVERY VACCINE GIVEN, THE DOCTOR ADDS A SPECIFIC COLORED BEAD TO THE BRACELET, BUILDING UP THE IMMUNIZATION HISTORY DATA ON THE CHILD'S WRIST. THIS DATA CAN BE EASILY INTERPRETED BY OTHER DOCTORS WHEN THEY SEE THE BRACELET.

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.