Noon Assembly

Agency: McCann


The Noon Assembly is a campaign to improve the Vitamin D status of children in India. It shifts the time of the traditional morning assembly in schools to around noon and provides students better sunlight exposure, at a time most suited for Vitamin D production in their bodies. With nearly 90% of children suffering from Vitamin D Deficiency (VDD), it is practically a zero-cost solution to such a huge public health problem in India.
Noon Assembly got the nation talking about Vitamin D deficiency. So far, 34,000+ parents and 52+ Schools have supported it giving 50,000+ school students, 200,00,000+ ‘sun minutes.’ 750+ doctors were communicated the benefits of Noon Assembly with HCP communication toolkit. Almost everyone recommended it. The campaign got nationwide coverage with around $2 Million+ in earned media. Kwality got positive reinforcement with the thousands of students and parents it reached through school programs.
The campaign will be reaching out to 2000+ schools with FSSAI’s Food Fortification Resource Centre (FFRC). Kwality will make their fortified products available in these school's canteens, helping it get a nationwide presence. CBSE has already proposed a compulsory physical activity period and is considering to propose Noon Assembly as mandatory to all the 20000+ schools under its affiliation. NCERT is considering to make Vitamin D deficiency, its impact and solution a part of the national curriculum.
By ensuring better sun exposure for an entire generation, it is an idea that has the potential to bring about a big difference in Indian children’s health and lives.

This professional campaign titled 'Noon Assembly' was published in India in April, 2018. It was created for the brand: Kwality, by ad agency: McCann. This Integrated medium campaign is related to the Health and Public Interest, NGO industries and contains 2 media assets. It was submitted almost 5 years ago.


Advertising Agency: McCann Health, India
National Creative Director: Prateek Bhardwaj
Growth Officer & Business Strategy Director: Harshit Jain
Senior VP & Country Head: Daleep Manhas
Senior Creative Director: Rohit Devgun
Creative Directors: Alok Saini, Sushant Barua
Associate Creative Director: Nihar Kanungo
Senior Copywriter: Palak Mehrotra
Senior Visualiser: Shiv Shankar Sharma
Account Director: Kamya Elawadhi

Sanofi Pasteur
IOCD Association


Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.