Creative strategy & objective:
To create a cost effective outreach program that connects with parents and serves as a constant reminder for Routine Immunisation.
The insight:
The moment a child is born every parent, if not out loud, makes a commitment to keep their baby safe from all harm. Little do they realize that the biggest danger that a child is faced with is the lack of regular immunization.
Even before the origin of the idea, it was clear that it must cut across all platforms, socio economic groups and media. Since this is a problem that affects lesser educated or lower income groups, the idea should also be simple yet powerful enough to tug at everyone’s heartstrings alike.
Even before the origin of the idea, it was clear that it must cut across all platforms, socio economic groups and media. Since this is a problem that affects lesser educated or lower income groups, the idea should also be simple yet powerful enough to tug at everyone’s heartstrings alike.
The idea:
VAADA ZINDAGI KA
Or
THE PROMISE OF LIFE
The parents have brought the child to life and this idea will reinforce the commitment they have made. It is a simple enough line that carries a lot of weight. The promise that we are referring, and one that must be brought across is one that every person parent or not makes to the child. Which is to keep them safe, take care of them, never let anything bad happen to them among others.
So we have created a pledge card for this promise of life.
At the back of this pledge card is the RI Schedule.When the individual sighns a pledge card he/she will be given this Pledge card as a nice photo frame that will serve as a constant reminder in their homes for checking up on routine immunization.
Or
THE PROMISE OF LIFE
The parents have brought the child to life and this idea will reinforce the commitment they have made. It is a simple enough line that carries a lot of weight. The promise that we are referring, and one that must be brought across is one that every person parent or not makes to the child. Which is to keep them safe, take care of them, never let anything bad happen to them among others.
So we have created a pledge card for this promise of life.
At the back of this pledge card is the RI Schedule.When the individual sighns a pledge card he/she will be given this Pledge card as a nice photo frame that will serve as a constant reminder in their homes for checking up on routine immunization.
PROMISE OF LIFE PLEDGE CARD
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