The Brief

Polio is a highly infectious viral disease that leads to paralysis and often deformity in matter of hours. 62% of Mumbais population who live in slums do not realize the importance of polio immunization owing to the high rate of illiteracy. Our objective was to make sure that children living in slums are taken by their parents for their dose of oral polio vaccine. Because of the level of illiteracy we had to be sure that whatever we did would shake the parents enough to take action.

Creative Execution

An enthusiastic team of polio victims gathered from every corner of the city, willing to volunteer to spread awareness about polio and the importance of polio immunization. Just watching these people struggle to walk was all that was required to make the parents realize the importance of Pulse polio vaccine for their kids. As no parent literate or otherwise would want such fate to befall their child. Polio victims spreading the awareness about polio immunization was the most appropriate way of promoting Pulse Polio Immunization.

Describe the creative solution to the brief/objective.

We gathered an enthusiastic team of polio victims to spread awareness about polio immunization, and the approaching Pulse Polio Day. Men who could barely walk took the effort of going door to door, so that the generations to come could live in a polio free world. Our projection was to immunized 400,000 kids with Pulse Polio oral vaccine, but the response to the campaign was such tremendous that we endup immunizing 883,184 children with Pulse Polio oral vaccine.

Results

Pulse Polio camps and booths were set-up in every corner of the city. On the 9th of November 2008 the turnout for Pulse Polio Immunization was at a record high. 883,184 children were taken to the booths by their parents for Pulse Polio Immunization. A big step towards realizing the dream of a polio free world.