THE IMMUNITY CHARM

Short List
TitleTHE IMMUNITY CHARM
ClientMINISTRY OF PUBLIC HEALTH, AFGHANISTAN
Product / ServiceANALOGUE WEARABLE
CategoryE02. Retention
EntrantMcCANN INDIA Mumbai, INDIA
Idea Creation McCANN INDIA Mumbai, INDIA
Idea Creation 2 McCANN HEALTH Mumbai, INDIA
Media Placement McCANN HEALTH New Delhi, INDIA
Production McCANN INDIA Mumbai, INDIA

The Campaign

To counter these traditional biases, we turned to another Afghan tradition. A bracelet that is tied on infants to ward off evil forces, now also protects them from diseases.

Creative Execution

The immunity charm comprises colored beads, with each bead being code for a specific vaccine. On every vaccine, doctors add the corresponding bead to the bracelet.

Results

The immunity charm has helped doctors create real enthusiasm in Afghanistan about maintaining immunization history. Seeing the success of the pilot program the Government will now be extending it to other provinces as well.

The Immunity Charm is the immunization history of a child, worn by the child. It creates a direct relationship between infants' doctors and the parents. Borrowing from an Afghan tradition itself, we modified the evil eye charm, commonly found on an infant's wrist, as our medium to spread the message of immunization amongst various Afghan communities. The charm is not merely for the purpose record keeping of vaccines but also reminds parents to follow up on their child's immunization.

Strong traditional biases and wide spread illiteracy were the main hurdles. The Immunity Charm takes care of both as it is rooted in tradition and requires no reading or writing on the part of the parents. The target audiences were doctors, Healthcare professionals and parents.

Credits

Name Company Position
Prasoon Joshi McCann Worldgroup India Chief Creative Officer
Prateek Bhardwaj McCann Worldgroup India National Creative Director
Harshit jain McCann Health Senior Vice President, Country Manager (India) & Marketing Director (Asia Pacific)
Soumya Shiva Nagabhushan McCann Worldgroup India Creative Director
Dan Curucci McCann Global Health Senior Technical Advisor
Vaibhava Bhatnagar McCann Worldgroup India Creative Team Leader
Kamya Elawadhi McCann Health Account Director
Urvashi Das McCann Worldgroup India Creative Resource