Why is this work relevant for Media?

101 ads that ran over a period of 8 months, after a point readers started looking forward for the ads space every single morning in the newspaper

Background

When the Covid crisis struck India, authorities began the mammoth task of educating people about the precautions they needed to take. To stand out amidst a sea of grim messages, Free Press Journal, one of India's oldest newspapers, wished to respond with the power of print. We started creating smart reminders at breakneck speed, each of which addressed a different aspect of the pandemic. Each creative was a fusion of two unrelated visuals, designed to make the message memorable. The journey started with the basics of dealing with the virus and went on to address a diverse range of issues and events that we all were facing, perhaps for the first time.

Describe the creative idea / insights (30% of vote)

We started creating smart reminders at breakneck speed, each of which addressed a different aspect of the pandemic. Each creative was a fusion of two unrelated visuals, designed to make the message memorable. The journey started with the basics of dealing with the virus and went on to address a diverse range of issues and events that we all were facing, perhaps for the first time. From Covid warriors to migrant workers, mental health to lockdown habits, we touched upon unique yet relevant topics that helped keep our readers' spirts high.

Describe the strategy (20% of vote)

As the problem evolved and changed form, so did our response to it. From Covid warriors to migrant workers, mental health to lockdown habits, we chose unique yet relevant topics.

Describe the execution (20% of vote)

We started creating smart reminders at breakneck speed, each of which addressed a different aspect of the pandemic. Each creative was a fusion of two unrelated visuals, designed to make the message memorable. The journey started with the basics of dealing with the virus and went on to address a diverse range of issues and events that we all were facing, perhaps for the first time. From Covid warriors to migrant workers, mental health to lockdown habits, we touched upon unique yet relevant topics that helped keep our readers' spirts high.

List the results (30% of vote)

Over the initial 57 days, we created 57 creatives, back-to-back, in 24 hours each. These were initially published in the e-paper and after physical distribution resumed, in the physical copies too. Eventually, we published more than a 100 creatives that informed and empowered millions of our readers, helping them keep their spirits up every morning. It became India's longest running print campaign, that made it to the India, Asia and Guinness Book of World Records.

Please tell us about the social behaviour that inspired the work

After few weeks the print ad become the social media content that got circulated to remind the people of the nation as each ad was addressing a different issue and hence we saw on daily basics our ad was circulated to warn or remind people about certain unwanted behaviors