The Brief

India records close to 42,000 fatalities every year due to misinterpretation of illegible prescriptions. Rotaract Club of Mumbai, an active youth organization, wanted to put an end to this appalling carnage. Since the target group is doctors, we were commissioned on a project of creating a direct campaign that will encourage the doctors to write legibly. Asking the doctors to change their handwriting is as impossible as it sounds. So our strategy was to use the medium as the message.

Creative Execution

With over thousands of reported cases of death due to this potent issue, it is surprising how there are no efforts taken to solve the problem. It is perhaps the complexity of a problem like this one, that has discouraged any possible efforts around this issue. A solution like Health Capital becomes very relevant by the virtue of it being the very first initiative attempting to solve a problem so deep-rooted in the Indian medical scene.

Describe the creative solution to the brief/objective.

To encourage doctors to write their prescriptions legibly, we launched 'Health Capital' a unique initiative urging them to write in CAPITAL LETTERS. For this, we designed prescription pads with printed square blocks, that prompted the doctors to write in capital letters. We distributed personalized prescription pads to around 500 doctors in the city. To make it a sustainable initiative, we launched a subsequent web platform, 'www.health-capital.org', that helps doctors to customize their prescription pads and download a print-ready file for further use.

Results

As of today, Health Capital initiative has been adopted by over 1800 doctors across India. Over 1200 doctors used 'www.health-capital.org' to print their personalized prescription pads. This initiative was not only covered by popular design journals but much appreciated by the medicine fraternity. Dr. Rajendra Trivedi, President of Indian Medical Association (IMA), has decided to lend his support to make this a pan-India initiative.