Dengue Awareness Campaign
Client: Mankind | 2024 | Scriptwriting, Strategy and Art Direction
Problem: A viable vaccine to curb the speed of dengue outbreaks is expected in India by 2026. Every monsoon we see higher effort being put in a top down manner instead of expert recommended evenly spread community effort to help curb outbreaks. It becomes highly important for people to be aware of the small window one has after detection of first symptoms and the doctor recommended dengue blood test 3-4 days post infection that can result in symptoms worsening to cause a severe dengue infection.
11.7L views
776K reach
Insight: Many Indians are afraid and feel inconvenienced to step out of their homes to visit a doctor for various health issues they go through. They often try to cure fever or common cold by themselves at home.
This mistrust in medical intervention leads to late diagnosis and fatal dengue infections that could have been prevented.
Idea: We aimed to raise audience awareness for getting tested in a timely manner. Hence, it was pertinent to help audience understand that in the monsoon season even the slightest of symptoms should not be taken lightly because , "Monsoon nahi, ye dengue season hai ".
Monsoon essentials
People know about monsoon must-haves but they are missing out on one, that is our Rapid News Dengue test kit. Coupled with these monsoon essentials we will pose our product as a must have this monsoon using a series of billboards strategically placed in front of chemists, shopping centers and malls.
Dengue Hotspot Billboard
To spread awareness about these areas and our kit we will layer a billboard with ammonia and place it in these hotspots. The billboard will also feature a QR code that will lead to a microsite.
Dengue Hotspot Microsite
We will develop a landing page where people can zoom in on a map and find out dengue hotspots. These hotspots can be either cities with increasing dengue cases or if it can be made more specific, these can be localities in metro cities where cases are increasing. We can consider Arogya Setu app as a reference. Additionally, it will feature how-to videos that talk about ease of use and at home results in minutes.
Sonic advertising prelaunch
Mosquitoes make a lot of sound and it’s that sound that prompts us to take an action like swat them away. Using this insight we grab audiences’ attention.
Execution: Deriving from that insight we will use e-rickshaws as a medium. Upon them we will place loudspeakers which will create the sound of mosquito buzzing and then have the dialogue,
“agar aap ye awaaz apne aas-paas sun pa rahein hain toh aap khatre mein hain.”
