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South Asia PR Campaign of the Year


Silver
Campaign Title

One Shot Against Seven Deadly Diseases
Client

Immunization Technical Support Unit (ITSU)
Agency

Genesis Burson-Marsteller

Diphtheria, pertussis, tetanus, tuberculosis, hepatitis B, poliomyelitis, and measles kill nearly 500,000 children in India every year, and endanger an additional 9.7 million. These children could have lived if they had gotten vaccinated at the right time and completed their immunisation.

 

The Government of India launched Mission Indradhanush (rainbow) in December 2014 with one key objective - fully immunise every child by 2020. This massive programme had varied stakeholders including the Ministry of Health and Family Welfare, the Public Health Foundation of India, the Bill and Melinda Gates Foundation, the World Health Organization and UNICEF.

 

Realising that fear and miseducation were holding women back from getting their children immunised in harder-to-reach rural areas as well as densely populated urban areas, the government launched an ambitious public awareness programme that helped women to take the last step from education to action by using medical health workers that these women already trusted. Using mass communications, targeted public relations, person-to-person outreach, social media, radio and TV advertising, Mission Indradhanush resulted in a massive 5 percent growth rate in immunizations, with over 14 million children getting fully immunised, and reaching an additional 2 million pregnant women.

 

Bronze
Campaign Title

Saffolalife #ProtectHerHeart
Client

Marico
Agency

20:20 MSL

Fourteen years ago, Saffola, a healthcare brand in India, started an initiative called Saffolalife to drive heart health awareness in India. In a 2014 study, it found being overweight the most common reason for why women are prone to heart disease. We found out that urban Indian women have no time to pay attention to their own health because they spend their entire life taking care of family and seeking career success. Thus, the Saffolalife 2015 campaign was “The Husband”, bringing husbands front and centre as the main influencers on their wives. We designed the ‘Walk together to #ProtectHerHeart’ initiative to create a meaningful reason for couples to spend time together every day. After releasing the study, 100-couples joined a walk led by a popular Bollywood couple on World Heart Day, to engage consumers and drive social buzz. Media, bloggers and celebrities were engaged to drive traffic to Saffolalife website where a heart fitness test was created, as well as weight loss goals, dieting and walking plans for women. More than 45,000 heart fitness tests were taken on the website, and the impression of Saffola as a brand that is ‘good for heart’ and ‘genuinely cares’ moved up significantly.

 

Bronze
Campaign Title

Everyday A Different Journey
Client

Tourism New Zealand
Agency

Genesis Burson-Marsteller

New Zealand is one of the most popular tourist destinations in India, but it mostly attracts the adventure tourist. Tourism New Zealand knew it needed to expand Indians' perceptions of New Zealand's offerings to get an increase in tourists over the year prior. TNZ conducted research and found that Indians' perceptions of New Zealand were established by movies that depicted its scenic vistas or cricketers with a penchant for adventure. These influences had led many Indians to believe that New Zealand was a great place to visit for the outdoors, but wasn't the ideal destination for people looking for new urban areas to explore. Using popular culture to broaden horizons, TNZ took Indians on a 10-day trip of the breath-taking country with the help of a headline-grabbing and relevant cultural ambassador. The integrated campaign - Everyday A Different Journey – showcased the diverse experiences that New Zealand had to offer and used the strategy of moving tourists from being aware of New Zealand to actively considering it for their next vacation and to finally motivating them to book a trip. The campaign played out over advertising, social media, public relations and partner promotions.