| Public Service Commercials |
| Client |
|
Anusha Gupta |
| Brand |
|
Lifebuoy |
|
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|
| Cultural Context |
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Every year, 6million children don’t reach the age of 5. 44% of these deaths occur in the first 28 days of birth.Handwashing with soap can prevent many such deaths. Task was not just to create this awareness among people of high socioeconomic status but also to people who it matters the most-pregnant & new mothers in media dark India. We created ‘Chamki’ film to spread this message among rural India. |
Solution
|
|
Less than 3% Indians have access to theatres. Villagers travel 50km to reach a film theatre. We created ‘Travelling Cinema’, set up large amphitheatres for a cluster of villages, showed compelling regional cinema & Chamki film explaining importance of neonatal hygiene.4Lakh people reached in 400+ villages with this message led to 60% increase in ‘brand I trust more than any other brand’ for Lifebuoy. |
Audience
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Lifebuoy launched the HelpAChildReach5 ‘Chamki’ film to educate pregnant and new-moms in rural media. |
