In a country where even the most basic of awareness on health-related matters is extremely low, campaigns like saathi bachpan ke are important
I remember my mother’s prayers and they have always followed me. They have clung to me all my life ~ Abraham Lincoln
It is easy to understand why TV viewers don’t usually rate an ad that promotes any social cause under the Sun a “5-on-5”. Non-exciting frames, pre-imagined set locations, conclusions which are no different that what can be forecasted by a toddler et al, suck the excitement out of every TVC that comes with a message to make society cleaner and healthier. True. But it is the bundle of emotions that make these ads worth the efforts. And many-a-time, winners. The effort this time comes from the national alliance christened ‘Saathi Bachpan Ke’ (‘Friends of Childhood’ in Hindi; the outfit shares its name with the title of the ad-campaign and was formally launched on March 22, 2010 – World Water Day – by Timothy J. Roemer, the US Ambassador to India), established by the US AID/India-funded Market-Based Partnerships for Health (MBPH) Project, that has diverse partners from both the public and private spheres (including NGOs, research and media agencies and other public health organisations) working to help improve child health by reducing incidences of diarrhoeal diseases in children under five by promoting simple and effective practices of washing hands with soap, consumption of clean drinking water and oral rehydration salts (ORS) therapy. Says Ajay Sharma, Director, McCann Momentum (one of the agencies which is helping to promote the campaign in India) to 4Ps B&M, “Saathi Bachpan Ke is a diarrhoea management programme, focused on children below the age of five and caregivers.”
The importance of the social TVC to the Indian masses cannot be denied. According to the ‘Safe Water, Better Health’ report by WHO (2008), India is the country where maximum count of deaths by diarrhoeal diseases is recorded (close to 400,000 deaths per year – 26.67% of the global count – of which 90% occur amongst those below the age of five). Surprisingly, a majority of these deaths are easily preventable through proper precaution and cure, one of which (ORS therapy) is promoted by the TVC.
The creative idea used in the making of the ad is based on the simple concept of a mother never giving up when it comes to taking care of her child. The TVC – created by Thompson Social-JWT – is indirectly also a tribute to the untiring spirit of a mother. The ad conveys a message that saving a child’s life through the ORS therapy demands just the patience that mothers display when they watch their child grow up – from teaching them to walk and talk, to waking up at midnight to attend to them and running behind them et al. “Thoda thoda ORS, baar baar” is the message of this ad. The background music – which is a typical melodious lullaby – runs throughout the 40 second-long duration of the TVC, strengthening the emotional appeal of the ad. “The film is based on the insight that caregivers are not persistent in giving ORS repeatedly to a child suffering from diarrhoea since the child often refuses to take the solution. It urges the mother to be as consistent in ORS usage,” explains Kavita Ayyagari, Programme Director of the Saathi Bachpan Ke alliance.
Shot at Madh Island, Mumbai and directed by Pushpendra Misra of JWT, the TVC was released on November 5, 2011. Television is indeed one of the best mediums to communicate with population clusters that are branded either rural or the uneducated class. For India, where education and awareness on health-related issues is a big concern, such efforts must be applauded. Our verdict: in this world of profit-making, such TVCs with relevant social messages are as unique as they are perhaps non-exciting. They appear easy-to-make, but are far more difficult than going on a vacation.
For more articles, Click on IIPM Article
Source : IIPM Editorial, 2011.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
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I remember my mother’s prayers and they have always followed me. They have clung to me all my life ~ Abraham Lincoln
It is easy to understand why TV viewers don’t usually rate an ad that promotes any social cause under the Sun a “5-on-5”. Non-exciting frames, pre-imagined set locations, conclusions which are no different that what can be forecasted by a toddler et al, suck the excitement out of every TVC that comes with a message to make society cleaner and healthier. True. But it is the bundle of emotions that make these ads worth the efforts. And many-a-time, winners. The effort this time comes from the national alliance christened ‘Saathi Bachpan Ke’ (‘Friends of Childhood’ in Hindi; the outfit shares its name with the title of the ad-campaign and was formally launched on March 22, 2010 – World Water Day – by Timothy J. Roemer, the US Ambassador to India), established by the US AID/India-funded Market-Based Partnerships for Health (MBPH) Project, that has diverse partners from both the public and private spheres (including NGOs, research and media agencies and other public health organisations) working to help improve child health by reducing incidences of diarrhoeal diseases in children under five by promoting simple and effective practices of washing hands with soap, consumption of clean drinking water and oral rehydration salts (ORS) therapy. Says Ajay Sharma, Director, McCann Momentum (one of the agencies which is helping to promote the campaign in India) to 4Ps B&M, “Saathi Bachpan Ke is a diarrhoea management programme, focused on children below the age of five and caregivers.”
The importance of the social TVC to the Indian masses cannot be denied. According to the ‘Safe Water, Better Health’ report by WHO (2008), India is the country where maximum count of deaths by diarrhoeal diseases is recorded (close to 400,000 deaths per year – 26.67% of the global count – of which 90% occur amongst those below the age of five). Surprisingly, a majority of these deaths are easily preventable through proper precaution and cure, one of which (ORS therapy) is promoted by the TVC.
The creative idea used in the making of the ad is based on the simple concept of a mother never giving up when it comes to taking care of her child. The TVC – created by Thompson Social-JWT – is indirectly also a tribute to the untiring spirit of a mother. The ad conveys a message that saving a child’s life through the ORS therapy demands just the patience that mothers display when they watch their child grow up – from teaching them to walk and talk, to waking up at midnight to attend to them and running behind them et al. “Thoda thoda ORS, baar baar” is the message of this ad. The background music – which is a typical melodious lullaby – runs throughout the 40 second-long duration of the TVC, strengthening the emotional appeal of the ad. “The film is based on the insight that caregivers are not persistent in giving ORS repeatedly to a child suffering from diarrhoea since the child often refuses to take the solution. It urges the mother to be as consistent in ORS usage,” explains Kavita Ayyagari, Programme Director of the Saathi Bachpan Ke alliance.
Shot at Madh Island, Mumbai and directed by Pushpendra Misra of JWT, the TVC was released on November 5, 2011. Television is indeed one of the best mediums to communicate with population clusters that are branded either rural or the uneducated class. For India, where education and awareness on health-related issues is a big concern, such efforts must be applauded. Our verdict: in this world of profit-making, such TVCs with relevant social messages are as unique as they are perhaps non-exciting. They appear easy-to-make, but are far more difficult than going on a vacation.
For more articles, Click on IIPM Article
Source : IIPM Editorial, 2011.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
IIPM Best B School India
Management Guru Arindam Chaudhuri
Rajita Chaudhuri-The New Age Woman
IIPM's Management Consulting Arm-Planman Consulting
IIPM in the league of best management institutes of India.....
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Arindam Chaudhuri: We need Hazare's leadership
Professor Arindam Chaudhuri - A Man For The Society....
IIPM: Indian Institute of Planning and Management
IIPM RANKED NO.1 in MAIL TODAY B-SCHOOL RANKINGS
Planman Technologies
IIPM Contact Info
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