Title | MEET THE SURVIVORS |
Brand | NA |
Product / Service | POLIO ERADICATION |
Category | B04. Live Brand Experience |
Entrant | OGILVY PAKISTAN Islamabad, PAKISTAN |
Idea Creation | OGILVY PAKISTAN Islamabad, PAKISTAN |
Production | STUDIO ROKHAN Peshawar, PAKISTAN |
Name | Company | Position |
---|---|---|
Assam Khalid | Ogilvy Pakistan | Executive Creative Director |
Assam Khalid | Ogilvy Pakistan | Head of Strategy |
Aiman Saleem | Ogilvy Pakistan | Creative Director |
Raja Waleed | Ogilvy Pakistan | Creative Group Head |
Ayesha Sami Khan | Ogilvy Pakistan | Creative Executive |
Tania Arandia | Ogilvy Pakistan | Social Media Executive |
Awais Mohsin | Ogilvy Pakistan | Head of Design |
Naved Qureshi | Ogilvy Pakistan | Senior Executive Director |
Asim Naqvi | Ogilvy Pakistan | Chief Executive Officer |
Pakistan is one of two countries left where wild poliovirus remains endemic. Polio eradication seems an almost impossible task in Pakistan, largely in part because of the vaccine refusals in the Pashtun communities due to their misbeliefs surrounding them. Pashtuns account for 75% of Pakistan’s polio cases even though they are only 15% of the population. They believe the polio vaccines to be a Western propaganda aimed at destroying them, with deep-rooted misperceptions from them not being halal, them making their children sterile to the vaccines causing children to become sick or die. Because of these conservative beliefs, they distrust any outsider, due to which all efforts have faced harsh resistance where polio workers have often been killed in the past.