MEET THE SURVIVORS

TitleMEET THE SURVIVORS
BrandNA
Product / ServicePOLIO ERADICATION
CategoryB04. Live Brand Experience
EntrantOGILVY PAKISTAN Islamabad, PAKISTAN
Idea Creation OGILVY PAKISTAN Islamabad, PAKISTAN
Production STUDIO ROKHAN Peshawar, PAKISTAN

Credits

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

Background

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.