FCB Ulka Healthcare has bagged the John Hopkins School of Public Health’s account for the AIDS communication programme in Maharashtra. The account size is estimated to be worth above Rs 12 crore. The campaign’s main objective is spreading AIDS awareness among the urban and rural youth and will be released by May this year. FCB Ulka Healthcare will rely on stars to drive home the 'health' message for the AIDS campaign.
FCB Ulka Healthcare General Manager Satish Ramachandran said, "We are very happy to work for the AIDS communication programme. This is a social welfare programme targeting urban and rural youth. We will be using celebrities because they have a strong impact and subsume all categories of products. But we will select celebrities who have high demonstration abilities. We intend delivering a strategy and model to meet the communication challenge.”
Sonali Mirchandani, Country Director, Health Communication Partnership, John Hopkins School of Public Health, said, "This is a large campaign that we are doing in Maharashtra. The reason for choosing FCB Ulka Healthcare was largely due to their flexibility and the grounded approach. It was important to get an advertising agency that is ready to work with other partners."
She added that the campaign involves both above the line and below the line activities and lot of ground initiatives. It will consist of computer as well as card and board games, which are being developed apart from comic books. The Delhi-based gaming company ZMQ is working on creating the computer game. Mumbai-based animation company, Graphiti, headed by Ram Mohan, is working on the board games and comic books.