PROBLEM: Immunization lays the foundation of good health for every child. But many children do not get all the vaccines because their parents fail to understand the importance of full vaccination. This creates a gap in the child’s immune system and makes the immunization pointless.
IDEA: Give a toy to children, and it will bring a smile to their face. Give them half of it, and they’ll pester their parents to get the other half. We leveraged this insight and gave half a toy as an invite to immunization awareness camps for children. Thus unconsciously, these kids stood up for their own health and pushed their parents to do their job well.
IMPLEMENTATION: These toys came with a special locking system that could be joined to become complete. And so the half toy received served as a symbol of incomplete immunization, while the other half became an incentive to come to the awareness camp. We used multiple toys made of wood, and supported this activity with on-ground activations like street plays, audio miking, posters and leaflets. And, in a way, made children the guardians of their own health.
The activity happened in 10 states across India : UP, Jharkhand, Rajasthan, MP, Chhattisgarh, Gujarat, Orissa, WB, Assam, Bihar.
RESULTS: A 65% increase in recall of the message. 69.58% Improvement in recall of Routine Immunization schedule. 63.5% Increase in willingness to continue the immunization cycle despite many hindrances. 30.57% Increase in awareness of RI session.
This professional campaign titled 'Every Half Counts' was published in India in August, 2017. It was created for the brand: Unicef, by ad agency: JWT. This Direct medium campaign is related to the Public Interest, NGO industry and contains 1 media asset. It was submitted over 4 years ago.
Advertising Agency: J Walter Thompson, Delhi, India
Chief Creative Officer: Senthil Kumar
National Creative Director: Sambit Mohanty
Creative Director: Ankur Kalita
Creative Director / Art Director: Madhusudan Rao
Art Director: Amit Shankar
Art Director / Business Head: Amit Rangra
Copywriters: Preeti Pandey, Thounaojam Shrikant
Account Director: Kavita Bisht
Production / Studio Team: Rajinder Hangloo
Production: Mandeep Singh
AV Production 1: Neeraj Suji
AV Production 2: Manmit Sandhu