Why is this work relevant for Creative Strategy?

This campaign saved lives. It shows how we used a key insight about a community – one that has languished in poverty and lack of education for generations – to influence them to change deeply ingrained habits in spite of seemingly insurmountable difficulties that are unlike anywhere else in the world. It helped alleviate an urgent problem for the government of India in its fight against COVID-19 and contributed towards an unlikely success story that has been lauded by the WHO and international media. It is an example of the use of culture to reinvent culture.

Background

In urban slums such as Mumbai’s Dharavi, social distancing is impossible. One million people live within an area of just 2.1 square kilometres. A single water tap is touched by 200 people during the course of the day. Livelihoods depend on daily wage earners working outdoors. The only way to limit the spread of COVID-19 is for residents to stay isolated and adopt restrictive social behaviours. Already reeling from a first wave of infections, a failure to control the spread in Dharavi would result in unimaginable consequences for India. Long-time partners of the government in a range of social and community projects, the Bill and Melinda Gates Foundation (BGMF) pledged to support the authorities in tackling this problem. The Non-Profit needed a creative solution to educate the people of Dharavi in ways that are sensitive to their unique circumstances but impactful in effecting behavioral change.

The Interpretation of the Challenge (30% of vote)

In a typical house, as many as 16 people share a space of just 100 square feet. Many more share a single toilet. Breadwinners are typically labourers, street sweepers and domestic helpers – work that involves being exposed to others. A community of economic migrants from around India, people here typically speak one of three main languages – Tamil, Marathi or Hindi – but according to local authorities and NGOs, as many as 75% are illiterate and have had no formal education. This is a community already burdened by daily struggles to survive. Against this backdrop, we needed to help people understand the grave danger they are in and how to protect themselves. In a situation where apathy could lead to death, how do we prevent “talking over their heads” in our efforts to get them to obey health guidelines that are incompatible with their daily lives?

The Insight / Breakthrough Thinking (30% of vote)

The 2019 Bollywood hit film “Gully Boy” about a street rapper from Dharavi had ignited interest in aspiring rap and dance artists from the slum. Reality TV had even made some of them household names. This recent phenomenon shed light on the fact that deep in the labyrinth of the Dharavi slum, people sought solace in music, escapism in movies, and self-expression through rap. Perhaps Mumbai’s Dharavi is the answer to New York’s The Bronx – a hotbed of urban musical talent that draws inspiration from their own harrowing realities. This presented us with a way in. Nobody could engage and express empathy with the people of Dharavi better than those who live it on a daily basis and use it as inspiration for their art. This lightbulb moment led us to Gully Gang, a hip hop collective whose members come from Dharavi.

The Creative Idea (20% of vote)

Since time immemorial, rhymes and limericks have helped people share stories, teach lessons and heed warnings. We collaborated with Gully Gang and four aspiring artists from Dharavi to create what would become the centerpiece of our campaign: a rap anthem that helps people understand what needs to be done to stop the spread of the virus in its tracks. Performed in the most commonly spoken languages of the slums, it lyricized the need for social distancing, hand washing and mask wearing in a catchy and un-patronizing way. The song was accompanied by a video in which Bollywood celebrities were featured lip syncing some of its hard hitting lines. The #StayHomeStaySafe message was further bolstered by GIF images, easily understood animations and a series of videos featuring survivors of COVID-19 – all carrying prevention tips that reflected the realities of Dharavi life, such as religious activity for Hindu and Muslims.

The Outcome / Results (20% of vote)

Combined with government-imposed measures, the campaign was instrumental in preventing a disastrous outcome in Dharavi. After recording 1,216 COVID-19 cases in May, the slum saw only 274 cases and six deaths in the first two weeks of June thanks to the community heeding health advice. This was at a time when other parts of India were experiencing huge surges. The achievement earned praise from the WHO and a feature story in the Los Angeles Times. The music video was viewed over a million times within the day of its launch in May 2020, growing to 58 million by the end of the year. Sharing on Whatsapp – India’s most popular texting app (even in the slums) contributed to this. The videos, GIF images and animations ensured that the messages are understood by those who can’t read. The music video has since been used as a PSA tool by the Government.