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  • SUB CATEGORY :
    BEST USE OF AMBIENT: SMALL SCALE
  • COMPANY ENTERING :
    GREY WORLDWIDE INDIA, MUMBAI
  • TITLE :
    SEHAT KA BATUA - THE HEALTH PURSE
  • BRAND :
    MAHINDRA RISE
  • ADVERTISER :
    MAHINDRA RISE
  • AGENCY :
    GREY WORLDWIDE INDIA PVT. LTD., MUMBAI
  • CHIEF CREATIVE OFFICER :
    SANDIPAN BHATTACHARYYA
  • CREATIVE DIRECTOR :
    VIVEK BHAMBHANI/SHOUVIK GUPTA
  • COPYWRITER :
    MANGESH KAVALE/SANDIPAN BHATTACHARYYA/VIVEK BHAMBHANI/
    MEHUL PRAJAPATI
  • ART DIRECTOR :
    MANGESH KAVALE
  • ACCOUNT DIRECTOR :
    RANA GHOSHAL/DEEPAK OBEROI
  • STRATEGIC PLANNING DIRECTOR :
    ARUN RAMAN
  • AGENCY PRODUCER :
    SAMIR CHADHA/JIGNYA SHEDGE
  • MEDIA AGENCY :
    GREY WORLDWIDE INDIA PVT. LTD., MUMBAI
  • FILM PRODUCTION COMPANY :
    BOWLINE, MUMBAI
  • DIRECTOR :
    ANKIT DAHIYA
  • EXECUTIVE PRODUCER :
    POOJA KRISHNAMOORTHY
  • EDITOR :
    YUVRAJ BANDI
  • ANIMATOR :
    ANJORY GOR
  • PRINT PRODUCTION COMPANY :
    BEFORE AFTER, MUMBAI
  • RETOUCHER :
    RAJESH SALODKAR/PRAVIN PATIL
  • ILLUSTRATOR :
    HARSHAD KHAIRE/RASHMI NAIK NIMBALKAR/AVINASH KANSE
  • PRINT PRODUCER :
    RAMESH DIGHE
  • THE BRIEF :
    THE INCIDENCE OF BREAST CANCER IS ON THE RISE IN RURAL INDIA BUT WOMEN ARE UNAWARE OF SIMPLE SELF-EXAMINATION STEPS THAT CAN DETECT BREAST CANCER EARLY. THESE WOMEN LIVE IN MEDIA-DARK AREAS, SO CONVENTIONAL MEDIA DOESN’T REACH THEM. MOREOVER, CULTURALLY THESE WOMEN ARE NOT OPEN ABOUT SUCH ISSUES. COULD WE REMIND THEM IN A WAY THAT IS DISCREET AND PERSONAL, SO THAT CHECKING THEMSELVES BECOMES A HABIT?
  • THE STRATEGY :
    THE PRIORITIES OF THE WOMEN IN RURAL INDIA ARE CENTRED AROUND TAKING CARE OF THEIR FAMILIES. THEY HAVE NEITHER THE TIME NOR THE INCLINATION TO THINK ABOUT THEIR OWN HEALTH - VERY OFTEN WAITING FOR SYMPTOMS OF ILLNESS TO MANIFEST TO A DEGREE THAT IS HARD TO CURE. TO INCREASE THE EARLY DETECTION OF BREAST CANCER, A NEW BEHAVIOUR HAD TO BE INTRODUCED TO THEM. THEY HAD TO BE TAUGHT HOW TO EXAMINE THEMSELVES AND TO DO IT REGULARLY. BECAUSE THE REACH OF MEDIA IS LIMITED IN THESE VILLAGES, THE CAMPAIGN WAS PART OF A DIRECT OUTREACH PROGRAMME THAT TRAVELLED FROM VILLAGE TO VILLAGE TO ENGAGE WITH, EDUCATE THEM AND GIVE THE PURSES THAT WOULD REMIND THEM TO MAKE SELF CHECKS A HABIT.
  • THE EXECUTION :
    THESE PURSES ARE MADE IN 9 POPULAR FOLK-ART STYLES WHICH RURAL INDIA IS FAMILIAR WITH. NAMELY: GONDH, PICHWAI, RAJPUT, PHAD, KALIGHAT, KALAMKARI, PATACHITRA, MADHUBANI AND CHERIYAL.
    THE FRONT FACE OF THE PURSES HAS A SIMPLE PLAY ON A WOMAN CONDUCTING A BREAST SELF-EXAMINATION, RENDERED DIFFERENTLY FOR DIFFERENT STYLES. THESE WERE METICULOUSLY CREATED WITH
    THE HELP OF FOLK ARTISTS, OVER THE COURSE OF TWO MONTHS. THE INSIDE FLAP HAS SIMPLE STEP ILLUSTRATIONS THAT ARE A USEFUL VISUAL GUIDE FOR WOMEN TO DO THE SELF CHECKS. THE HEALTH PURSES WERE GIVEN OUT AS A PART OF HEALTH AWARENESS DRIVES IN MADKEPADA, BELWADI, KINIPADA, KATKARIWADI, SUTARPADA, WARKHANDA AMONG OTHER REMOTE VILLAGES IN MAHARASHTRA, WITH THE SUPPORT OF CPAA – CANCER PATIENTS AID ASSOCIATION. THE INITIATIVE IS BEING SCALED UP TO REACH 130 MORE VILLAGES IN MEDIA-DARK PARTS OF THE COUNTRY.
  • THE RESULT :
    IN THE FIRST PHASE OF THIS DIRECT OUTREACH PROGRAMME, 2500 HEALTH PURSES WERE DISTRIBUTED TO RURAL INDIAN WOMEN ACROSS
    6 VILLAGES. THE IMPACT CAN BE GAUGED FROM THE FACT THAT: A)
    THE CANCER PATIENTS AID ASSOCIATION OF INDIA NOT ONLY CONDUCTED
    THE HEALTH WORKSHOPS IN THESE 6 VILLAGES, THEY ALSO DISTRIBUTED
    THE HEALTH PURSES, A CONFIRMATION OF THE RELEVANCE OF THE MESSAGING. B) BOTH MAHINDRA RISE AND THE CPAA ARE COMMITTED TO SPREAD THIS INITIATIVE TO 130 MORE VILLAGES THROUGH THE YEAR. C) THE TASK OF THE PROGRAMME WAS TO HELP WOMEN UNDERSTAND
    THE SEVERITY OF BREAST CANCER, THE NEED FOR SELF-EXAMINATION AND THE NECESSITY TO REMIND THEMSELVES TO DO THIS REGULARLY.
    THE HEALTH PURSE IS A REMINDER TOOL AND ONCE IT REPLACES THE EXISTING PURSES IN THE WOMENS' DAILY LIVES, THE BEHAVIOUR CHANGE WOULD HAVE BEEN ACHIEVED.