The Campaign

Congenital Heart Disease is an abnormal heart beat. The idea came into being utilising the most primal beat known to human existence, the heartbeats of people and children diagnosed with CHD. These beats were recorded and used as the percussive element to compose a song - a song about those winning against CHD. The song and the idea #GiveABeat was used also a donation device. Every time a person donated a heartbeat, Max India Foundation would give Rs. 10 towards the cause. The heartbeat as a device for donation and the song were both first of it's kind and social media was leveraged to gather momentum.

Creative Execution

#GiveABeat aimed to raise awareness for CHD by asking people to share their heartbeats. We executed this in multiple phases. Phase one included awareness building on social media. Through a social campaign, we directed people towards www.giveabeat.in where they could donate a heartbeat and learn more about the issue. Phase two included the making of the song. By coordinating with an engineer, we put together a prototype stethoscope with an in-built microphone, which was used to collect heartbeats from people of different ages, gender and backgrounds including the heartbeats of children diagnosed with CHD. These heartbeats were then used as the percussive element for a song that wouldcreate awareness about CHD and encourage the audiences to donate. Phase three was the launch of the music video on Children’s Day which led people to our landing site where viewers could learn more about the problem and donate their heartbeat.

A song has the power to break all barriers, enabling us to reach out to more people of different backgrounds, education levels, etc. By creating a song and music video using the heartbeat, our purpose to educate and sensitise the audiences about CHD could easily be met. By collaborating with two prominent icons, Brodha V and Sanjeev Thomas, we were able to capitalize on their fan following and influence on the digital platform. Our music video garnered a total reach of 2,899,268 and a total view count of 5.2 million. We had a total engagement of 33,054 on the music video and were featured on multiple media platforms. Our microsite raised a total of 21920 heartbeats which amounted to a total of Rs. 219,200/- raised for CHD treatment and care. Most importantly, we spread love and support to the thousands of children battling CHD everyday.

When it comes to campaigns in the healthcare, very often you find niche supporters. This can happen at large could happen only if content found a format that was relatable to everyone and thereby got educated and associated with a cause. #GiveABeat is an initiative to raise awareness & give hope to children with Congenital Heart Disease (CHD) through music. Utilising the most primal beat known to human existence, heartbeats of people and children diagnosed with CHD were recorded and used as the percussive element to compose a song on CHD - that asked people to donate a heartbeat.

The strategy