JWT India has partnered Rotary on its first ever India campaign, christened ‘Making Miracles Happen’, celebrating the eradication of Polio in the South East Asia region.
A journey that has spanned over three decades has finally reached its destination as the World Health Organization (WHO) certified South East Asia region Polio free on March 27, 2014. Due in part to Rotary’s relentless efforts, India has not had a single outbreak over the last three years.
To celebrate the milestone of a Polio free India and to showcase its other India initiatives, Rotary International invited top Indian agencies to pitch for Rotary’s first nationwide media campaign. By virtue of its experience of creating social communication programmes for organisations such as UNICEF as well as different State Governments, JWT Kolkata won this highly contested multi-agency pitch.
“It is a great opportunity for JWT to design Rotary International’s pilot programme for India to showcase their unrelenting efforts over the years that has created history and helped eradicate Polio from India. Our 360 degree campaign across TV, print and digital showcases the multiple initiatives of Rotary in India and encourages more people to join hands with them to make a difference. It is a rewarding experience to partner an organisation like Rotary that is striving to make the world a better place for everyone,” said Raji Ramaswamy, Senior Vice President, JWT Kolkata.
The campaign, named, ‘When we join hands miracles happen’ is a creative expression that focusses on making the impossible possible, thanks to people joining hands with Rotary to carry through its key initiatives in India that are transforming lives such as eradication of Polio, free heart surgery and an e-learning programme that aims to ensure 100 per cent literacy in India by 2017, among others.
Commenting on the creative thought process, Senthil Kumar, National Creative Director, JWT said, “Logic says you can’t change fate as it’s sealed in the fate lines on your palm even before you are born. But the magic of two hands coming together can change fate and make miracles happen. This was how JWT came up with the idea of bringing these fate lines to life as a new lease of life lines to change the fate of newborns.”
He further said, “Team Eeksaurus spent over three months on the amazing craft and has truly created a masterpiece in film with some phenomenal music craft as well, bringing alive the pain and the percussion in the boy’s story as he breaks free from his fate lines and holds on to a new life line. The rich baritone voice-over by Amitabh Bachchan, UNICEF and Rotary’s brand ambassador for Polio, expanded the appeal of the campaign.”
The task was to design a communication programme that would enhance brand linkage of Rotary with its initiatives in India and create a strong affinity towards the organisation and its efforts. The campaign will also provide Rotarians of over 3,000 Rotary clubs in India a supportive communication environment and an opportunity to showcase the good work they are doing every day.
The campaign is driven by TV and print, along with digital. The TVCs have been created by JWT Kolkata in association with Studio Eeksaurus, a Mumbai-based animation studio.
Senthil Kumar, NCD
Arjun Mukherjee, VP & Senior Creative Director
Partha Chowdhury, Senior Creative Director
Uttaran Chowdhury, Copywriter
Altaf Hossain, Art Director
Shubrakanti Mondol, Illustrator
Account Management - Sayam Bhadra, VP & CSD, Tapan Sen VP & CSD (Social)
Digital - Surojit Sen, Client Services Director, Digital
Director - Suresh Eriyat
Production House - Studio Eeksaurus
Rotary launched its Polio immunisation programme, PolioPlus, in 1985 and became a spearheading partner in the Global Polio Eradication Initiative (GPEI) in 1988 with the World Health Organization, UNICEF, and the US Center for Disease Control and Prevention. Since 1988, the incidence of polio has plummeted by more than 99 per cent, from about 350,000 cases a year to slightly more than 400 cases in 2013.