In last 2 years, with the help of strategic communication, creative prowess and astute use of digital marketing best practices, We have managed to prove the impact of Digital Media (Social media in particular) over traditional marketing in the Public Health sector.
The online medium has proven highly useful to spread awareness on social causes like public health, as the impact is immense (reaching hundreds of millions of Indians) and measurable, as opposed to traditional media.
My Firm – Viral Baap Marketing Solutions
One Tobacco Tax under GST in India
A campaign to advocate uniform high taxes for all tobacco products under GST in India, caused a huge stir among the tobacco industry, politicians, policy makers and layman alike. Social Media messages targeting PM Narendra Modi, Finance Minister Arun Jaitley, GST council Chairman Hasmukh Adhia, Health Minister JP Nadda and various Chief Ministers caught eyeballs, raised awareness and managed to draw interest of millions of Indians on a subject that would otherwise not have got much attention.
Thunderclap campaigns focused on getting bursts of conversations managed to reach more than 700,000 people in a matter of 5-6 days.
Smoke Free Bengaluru
Bengaluru adopted the smoke free initiative under Partnership For Healthy Cities program by WHO. This meant that Bengaluru had to declare itself free of public smoking by December 2018.
Encouraging the concept of smoke-free restaurants, workplaces and creating awareness about COTPA section 4, worked well towards getting people interested and starting conversations.
Promoting PSAs across Youtube, Facebook, Hotstar and Voot delivered more than 6.5 million impressions, getting 2.3 million complete views. Redirecting traffic towards the the COTPA portal for reporting public smoking violations also got encouraging response in the form of 64,000 website visits.
This shows clearly the power of digital media when it comes to promoting social causes.
Secondhand smoking hazards and National Tobacco Cessation QuitLine
Amplifying the Ministry of Health and Family Welfare’s PSA about harms of secondhand smoke exposure on Youtube, Hotstar, Facebook and Voot, reaped great rewards as the campaign reached out to almost 9 million people, of which 4.4 million viewed the complete PSA and 124,000 visited the National Health Portal’s mCessation page. Supplemented with social media communication, the campaign also successfully promoted the quitline number 1800-11-2356 to assist struggling tobacco users in quitting. The same number will also be printed on all tobacco packs from September 1, 2018 to enhance the effect of pack warnings. The campaign again reinforced the efficacy of Digital Media for promoting public health, as opposed to traditional media.
India TB Summit 2018
The four-day mega India Tuberculosis summit was organised from 13th to 16th March 2018 by Government of India, in partnership with the Stop TB Partnership, and World Health Organization Regional Office for South-East Asia (WHO-SEARO). The event, inaugurated by PM Narendra Modi, was aimed at generating sufficient momentum for his vision of a TB free India by 2025, five years ahead of the global TB elimination target of 2030.
A PSA encouraging smokers to take persistent cough seriously for a timely TB diagnosis and quitting the habit for own and family’s good health, was advertised on Facebook, Youtube, Hotstar and Voot with minimal budget. The campaign delivered 3 million impressions, of which 1.1 million were complete views and resulted in 33,000 website traffic to National Health Portal’s mCessation page. The campaign again reinforced the efficacy of Digital Media for promoting public health, as opposed to traditional media.
85% Pack warnings on tobacco products
The Supreme Court has put on hold Karnataka High Court’s order that quashed central government rules mandating larger health warnings on tobacco products. The Karnataka High Court struck down central government rules requiring 85 percent of a tobacco pack’s surface to be covered in health warnings. 85% Pictorial warning is a landmark step in favor of public health in India. Maintaining 85% pictorial warnings will be instrumental in spreading knowledge, highlight health harms, and reduction in tobacco use behavior.
We have been campaigning relentlessly for the last 3 months to advocate the cause of 85% pictorial warnings on tobacco packs. The simple reason why pack warnings have proved so effective is that the warning is paired with the product itself. Reducing the warning size will be a huge step backwards in the archives of public health and will take away one of the most effective means of communication about the hazards of tobacco use. Our campaign – #PackWarning85 has potentially reached more than 2.5 million people in a matter of just 20 days. The people of our country are slowly waking up to the dangers of smaller pictorial warnings and lending their support to the campaign on Twitter and Facebook. With the Supreme Court’s judgement due on 7th May 2018, we are doing every bit possible to make sure the decision is a favorable one. From previous experience- as in the case of #OneTobaccoTax, where we were successfully able to reach out to the policy makers for a landmark decision, this time too, we expect 85% pack warnings to be upheld.
Without the help of social media, it would have been impossible to reach out to such a huge audience and let the policy makers know that this is a topic of concern for Indians.
World No Tobacco Day, 31st May, 2018
Massive upcoming Campaign on World No Tobacco Day in Cyber Hub, Gurgaon will be based on the ‘Heart Disease’ theme. As none of the causes in India have yet tapped into the sort of activation we are planning, it is expected to generate a lot of earned media and Youtube/ Facebook views, especially if it is supported with a thought provoking creative.