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Afghan Immunity Charm

Afghan Immunity Charm | Ministry of Public Health, Islamic Republic of Afghanistan | McCann Erickson
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basics
Industry: Professional & Public services
Media:Direct Market
Market:India
Style: Minimalism
descriptioncnen
CampaignDescription

To counter these traditional biases, we turned to another Afghan tradition. A bracelet that is tied on infants to ward off evil forces, now also protects them from diseases.
Execution

The immunity charm comprises colored beads, with each bead being code for a specific vaccine. On every vaccine, doctors add the corresponding bead to the bracelet.
Synopsis

Remote areas, illiteracy, and traditional biases against vaccines, mean Afghanistan has a vaccination completion rate of just 50%. Doctors face a lack of immunization history as parents do not maintain vaccination cards. We needed the people of Afghanistan to understand the importance of immunization and help them complete their child's immunization.
Relevancy

The Immunity Charm is the immunization history of a child, worn by the child. It creates a direct relationship between infants' doctors and the parents. Borrowing from an Afghan tradition itself, we modified the evil eye charm, commonly found on an infant's wrist, as our medium to spread the message of immunization amongst various Afghan communities. The charm is not merely for the purpose record keeping of vaccines but also reminds parents to follow up on their child's immunization.
Strategy

Strong traditional biases and wide spread illiteracy were the main hurdles. The Immunity Charm takes care of both as it is rooted in tradition and requires no reading or writing on the part of the parents.
Outcome

The immunity charm has helped doctors create real enthusiasm in Afghanistan about maintaining immunization history. Seeing the success of the pilot program the Government will be extending it to other provinces as well.
credit
Brand:
Agency:
Creative Director:
Copywriter:
Design:
Account Supervisor:
Other credit:Entrant Company: McCANN WORLDGROUP INDIA, Mumbai, India
Advertising Agency: McCANN HEALTH, New Delhi, INDIA
Media Agency: McCANN HEALTH, New Delhi, INDIA
Additional Company: GLOBAL HEALTH CONSULTING, Washington, USA
Executive Chairman & Regional ED AP, Prasoon Joshi, McCann World Group
National Creative Director, Prateek Bhardwaj, McCann Worldgroup
Senior Vice President & Country Head (India), Dr. Harshit Jain, McCann Health
Senior Medical Advisor, Dr. Daniel J Carucci, McCann Global Health
President, McCann Global Health, Andrew Schirmer, McCann Health
Creative Team Leader, Vaibhava Bhatnagar, McCann Worldgroup
awards
D&AD 2018
Graphite Pencil Creativity for Good
Design/Not for Profit
D&AD 2018
Graphite Pencil Media
Use of Direct
D&AD 2018
Wood Pencil Direct
Direct Product & Service
D&AD 2018
Wood Pencil PR
In-Market Campaign
The One Show 2018
Silver Pencil Design
Promotional / Collateral Items - Single or Series
Cannes Lions International Festival of Creativity 2017
Gold Pharma
Patient Education & Adherence
Cannes Lions International Festival of Creativity 2017
Silver Direct
Retention
Cannes Lions International Festival of Creativity 2017
Silver Pharma
Disease Awareness & Education
Cannes Lions International Festival of Creativity 2017
Silver Pharma
Patient to HCP Communications
Cannes Lions International Festival of Creativity 2017
Bronze Media
Use of Ambient Media: Small Scale
Cannes Lions International Festival of Creativity 2017
Shortlist Direct
Use of Ambient Media: Small Scale
Cannes Lions International Festival of Creativity 2017
Shortlist Grand Prix for Good
Ministry of Public Health, Islamic Republic of Afghanistan
Cannes Lions International Festival of Creativity 2017
Shortlist PR
Public Sector
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