LET’S GIVE INDIA ITS CHILDHOOD BACK

TitleLET’S GIVE INDIA ITS CHILDHOOD BACK
BrandHINDUSTAN UNILEVER
Product / ServiceHINDUSTAN UNILEVER
CategoryA12. Corporate Social Responsibility (CSR) / Corporate Image
EntrantMINDSHARE Mumbai, INDIA
Idea Creation MINDSHARE Mumbai, INDIA
Media Placement MINDSHARE Mumbai, INDIA
Media Placement 2 PHD INDIA Mumbai, INDIA

Credits

Name Company Position
Shraddha.Upadhyay Lowe Lintas Client Servicing

The Campaign

It is often believed that malnourishment is a problem that exists amongst the poor & rural. However, what was bought to forth with this campaign was that 54%* of urban slums do not have toilets; public facilities are unusable due to a lack of maintenance. Poor sanitation and hygiene practices are rampant in urban areas too. People living just a few hundred meters away from an affluent housing society may not have access to clean drinking water or a toilet. Stunting as a result of inept WASH practices is a vicious cycle. With repeated illness like diarrhoea, the body continuously diverts its energy and nutrients away from growth and brain development to fight infection for survival.

Creative Execution

See: The video showcased the harsh reality of everyday living amongst the wash stressed while communicating the need for adoption of healthy hygiene practices. The film showcased a real village where habit adoption drive was adopted. Think: In this phase of the campaign we brought alive the power of print. The essence of newspaper lies in the information, knowledge that it can pass on to its readers. We combined together the power of leading competing publications across the key metros to influence the enablers. It is never before that competing publications have agreed to come together, carry each other’s logo & or unite on a single platform. Act: Eachone Reach one, the last leg enabled every reader, every individual to reach out & make a change. Education drives across rural slums inspired to go out and contribute. The campaign empowered with downloadable material to reach out and make a difference.

• The video, forming the first phase reached out to 25 mn* individuals. • Newspapers together reached out to 11 mn* people across the urban area. • 60%** of the individuals that saw the communication downloaded the “Swaachhta Doot” kit • 50k Individuals volunteered to be Swaachta Doot and visited the slums in major cities to teach hygiene & sanitation habits The campaign is an example of how together each one of us can make a positive difference to the society.

Most Indians are aware that the number of the malnourished children in India is probably the highest. Most are unaware that 50% of these malnourishment is due to lack of hygiene & sanitation habits. Through the this campaign we mobilized the masses to realize that every individual can contribute & make a difference. Media was used to drive a movement.

Insights, Strategy and the Idea

About 71% of these urban poor people work as servants, drivers, security guards in the house of affluent people. We turned these employers to medium of communication. The servants look up to their employers for advice on varied things. And the employers are totally depended on the domestic staff to make their life comfortable & convenient. We used this symbiotic relationship to drive habit change amongst the WASH stressed individuals. The campaign was designed to ensure Each One, Reach One and made a positive difference to the lives of WASH Stressed.

Links

Video URL