In a multi-round, multi-agency pitch, FCB Ulka has been awarded the digital duties of ArogyaKeralam, an initiative under the auspices of National Rural Health Mission (NRHM). The agency has been chosen for its precise understanding of the Kerala digital audience as well as its unique communication strategy which, when rolled out, would be at once educational, fun and share-worthy.
Nitin Karkare, CEO, FCB Ulka said, “Kerala has peculiar issues in healthcare sector. Though the state scores very high nationally in terms of critical health indicators, it faces problems quite unique to itself such as high incidence of lifestyle-induced diseases, problems related to an ageing population as well as re-emergence of certain communicable diseases”.
The mandate given to FCB Ulka is to reach and connect with the increasingly digital-savvy audience of the state and create awareness of such diseases as well as the various initiatives and activities undertaken NRHM. The agency will utilize all of NRHM’s social media properties as well as other digital platforms to achieve its communications objectives.
In addition to this, the agency will also help NRHM manage real-time online interactions and queries from the public, which will be supported by an expert panel of doctors.