Short List
CategoryF02. Low Budget / High Impact Campaign
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.

The Brief

Overall budget for the project was approximately US$30,000 Immunity Charm Kits US$16,000 Training and Educational Material US$8,000 Implementation and Logistics US$6,000

Creative Execution

Doctors and Healthcare professionals were given their own Immunity Charm Kits and required just a one hour training program. With each kit a doctor is equipped to take care of 50 children's Immunization records. 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.

Describe the success of the promotion with both client and consumer including some quantifiable 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.

Explain why the method of promotion was most relevant to the product or service

The Immunity Charm is the immunization history of a child, worn by the child. It creates a direct communication between infants' doctors and the parents. Borrowing from an Afghan tradition itself, we modified the evil eye charm, commonly found on an infants 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 parents, Doctors and Healthcare Professionals.


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