Title | #THEWORSTITEMNUMBER |
Brand | ANGELS CLINIC |
Product / Service | PUBLIC SERVICE |
Category | A08. Charities, Public Health & Safety, Public Awareness Messages |
Entrant | TBWA\INDIA Mumbai, INDIA |
Idea Creation | TBWA\INDIA Mumbai, INDIA |
Name | Company | Position |
---|---|---|
Parixit Bhattacharya | TBWA\India, Mumbai | Chief Creative Officer |
Rishi Chanana | TBWA\India, Mumbai | Nation Head of Art |
Parixit Bhattacharya | TBWA\India, Mumbai | Copywriter |
Suchitra Ghosh | TBWA\India, Mumbai | Copywriter |
Sagar Jadhav | TBWA\India, Mumbai | Art Director |
Chinmay Raut | TBWA\India, Mumbai | Art Director |
Nipun Goomer | TBWA\India, Mumbai | Account Director |
Swapna Nair | TBWA\India, Mumbai | Account Executive |
Trisha Satra | TBWA\India, Mumbai | Account Executive |
Hriday Dowerah | TBWA\India, Mumbai | Agency Producer |
Ashit Ghelani | Boot Polissh Films | Boot Polissh Films |
Shujaat Saudagar | Boot Polissh Films | Director |
Angels Clinic launched ‘The Worst Item Number’. An Item Number to create awareness around the effects of ‘Item Numbers’ on young impressionable minds.
Implementation A famous Item Number song was bought and a video was shot for it, much like a typical Item Number, with a loud and garish set up, complete with the costumes and lighting et al. The video also had a disturbing twist, featuring young boys instead of adult men. The kids in the film were shot separately and brought together in the same frame in post-production. Timeline The film was shown at an exclusive screening to parents and educators on 25th April, 2016. The film was released on YouTube on 30th April, 2016. The petition on change.org was live along with the release of the video on YouTube. It was also posted on the Facebook page of Angels Clinic on 6th May, 2016. Placement YouTube Change.org Facebook WhatsApp Scale On ground and digital
Business impact – sales, donations, site traffic The campaign made Angels Clinic an opinion leader in child wellness in the country. Appointments increased manifold. Many parent-teacher bodies have come forward to seek help from Angels Clinic. Likes on Angel Clinic’s Facebook Page grew by 3X. Response rate 1 signature every 5 minutes in the first week of the launch of the campaign Change in behaviour People started thinking twice about exposing their children to Item Numbers.
The Worst Item Number was designed to elicit a response in the form of a micro action from people after consuming the content. The campaign was aimed at parents and educators to raise their voice against the ungraded airing of Item Numbers on television through the day. People were required to sign the petition to Chairman of Central Board of Film Certification to ‘Re-grade Item Numbers’.
Data gathering With Item Numbers on the rise in Bollywood year on year at an average of about 20 Item Numbers released every year in the last 5 years in Bollywood, the acceptance to adult content freely shown on television is at an all time high. Target audience (consumer demographic/individuals/organisations) All Indian adults Approach Content was created with an intention to shake people up in order to get them to take action. Call to action The film concluded with a change.org link which led people to the page to sign the petition urging Central Board of Film Certification to ‘Re-grade Item Numbers’.