Why is this work relevant for Brand Experience & Activation?

This is a short term activity strategically promoting a healthcare cause that the brand does not regularly engage in. It's built on a platform that the brand is very active on but has never used the platform in this unique and industry-first manner before. All of these actions are connected under the brand promise 'Caringly Yours' which is about identifying specific problems in the consumers' life and providing solutions to them. This activity is a brand activation because it provides a practical solution to the problem of Mental Health Care as a health insurance provider.

Background

Bajaj Allianz has a brand promise of "Caringly Yours" - where it understands the problem people go through and offers solutions. Health insurance is the biggest seller for the brand and health was a top consideration for the audience too. The mental health situation in India went from bad to worse due to the lockdown. So India found itself facing a mental health epidemic in the midst of a global pandemic. ISSUE: Mental health care for most begins with a non-medical practitioner viz. family, friend or colleague. But, most non-medical practitioners find difficulty in starting mental health conversations. As a brand that promotes the power of care, Bajaj Allianz wanted to find a way to ease this difficulty. OBJECTIVE: Make an understandable, accessible and actionable communication campaign that involves and teaches right steps to take to help someone going through a mental health episode (anxiety OR depression) without being preachy.

Describe the creative idea (20% of vote)

We launched a very fast 15 seconder YouTube video that is unreadable at normal speed. The video asks users to reduce speed of video to 0.25 so that the mental health message in the copy can be read. The slowed copy equated the unreadable video to unreadable thoughts of an anxious mind and recommended that, just like the playback button did for the video, having the right conversation can slow down anxious thoughts for appropriate help to be provided. Video ended with redirection to a microsite for downloading a Mental Health Care Kit of 10 easy questions and directions, written by experts such that anyone can start a mental health conversation when needed.

Describe the strategy (20% of vote)

WHO says peer-action is most important factor in improving a country’s mental health situation. But mental health action from peers doesn’t even begin because most cannot imagine what a mental health episode feels like. We had to get people to understand this unique emotion before any mental health action could happen. We did that by turning the world’s biggest video platform (Youtube) into an empathy - generator. We launched a two part experience - Part one : A youtube video with super fast typography that needs to be slowed down to read a mental health awareness message, Part two: Downloadable questions that can help anyone start a mental health conversation Thus, we ensured Empathy generation leads to Essential action.

Describe the execution (30% of vote)

We used the playback speed button on YouTube to convince an 'aware but hesitant' audience to take the first step towards providing mental health care. This audience was identified and targetted (YouTube Pre-Rolls) basis those who were consuming news about a celebrity's suicide which had become a national tragedy (read: Sushant Singh Rajput suicide). Timeline: World suicide prevention day, 10th September 2020 - World Mental Health, 10th October 2020. We took the campaign further with an Improv comedy show via Facebook Live with a mental health expert present as part of the experience.

List the results (30% of vote)

Video Views: 4.7 MN+ Completion rate: 98.8% Website visits: 2,65,659 3,324 kit downloads in a month All users asked more than 5 (out of 10) mental health care kit questions to their care receivers Avg. 15 minutes of new inter-personal interaction specific to mental health conversations because of the campaign 70% users used the kit with family or friends