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Every Half Counts

Every Half Counts | UNICEF | JWT
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basics
Industry: Public interest & Non-profit
Media:Promotion & Event
Style: Minimalism
descriptioncnen
Synopsis
Despite free immunization programs sponsored by the Government, millions of children die in the hinterlands of India due to diseases that could easily be prevented by complete immunisation. However, many parents do not understand the importance of complete immunization and often leave it halfway. Our challenge was to convey to the caregivers of these children that half or part immunization is useless.
Strategy
The ‘half-toys’ distributed to the kids made them pester their parents for the other half. Thus unconsciously, the kids stood up for their own good health and pushed their caregivers to do their parenting duty.
Relevancy
People love freebies. However, an unusual freebie that invokes interest is unmissable. The ‘half-toys’ distributed to the children served directly as an invite to the event where the importance of immunization is explained.
Outcome
A whopping 65% increase in recall of the message. 69.58% Improvement in recall of Routine Immunization schedule. 63.5% Increase in willingness to continue the immunization cycle despite many hindrances. 30.57% Increase in awareness of RI session.
CampaignDescription
Although only half in itself, the ‘half-toys’ told a full story about how useless incomplete immunization was. The ‘half-toy’ invite intrigued not only the kids but also the caregivers and made them turn up for the events where the importance of complete immunization was explained.
BriefWithProjectedOutcomes
Not Applicable
BriefExplanation

Audience
We targeted the caregivers across the hinterlands of India who have children between the ages 0 to 5 years with an objective to educate them about complete immunisation.
credit
Brand:
Agency:
awards
Cannes Lions International Festival of Creativity 2018
Shortlist Health & Wellness
Non-profit / Foundation-led Education & Awareness
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