Guided by the World Health Organisation (WHO) on Safe Injection Policy, SafePoint Trust, a UK based charity, has launched an intensive awareness campaign in India on the dangers of using unsafe injections. The total campaign spend for the week for the launch of the awareness campaign is over €700,000 Euros and is touted as one of the biggest media spends in India for the launch week.
Leading figures like former President of India Dr Abdul Kalam, Dr Kiran Bedi, Lila Poonawalla and Save the Children have shown their support for the cause. SafePoint Trust will host these public awareness programmes in over 14 cities spanning the length and breadth of the country.
Marc Koska, Founder of SafePoint Trust, said, “The aim of this campaign is to give the next generation a chance, empower them, give them a voice and ensure that all injections are administered safely.”
Elaborating on the campaign, he added, “As part of our major programme in India, we will kick off an intensive awareness campaign, followed by meeting with authorities in the right areas. We will be also networking with key NGOs and social workers, among others, to raise the awareness levels. It will be handled on a pan-India basis.”
The first campaign is a 30-second spot showing the fate of a young boy called Sachin, who becomes a victim of a reused syringe that the doctor has used on many other patients. Dr Kiran Bedi has done the voiceover, who in her inimitable style highlights the plight of the young boy who unsuspectingly becomes a victim.
The rationale behind this campaign is to create and inform the next generation by raising awareness, especially among children, of the dangers of unsafe injections. The spot has been created by Dr Robert Charles of SafePoint Trust, while the media is handled by Madison. The multi-pronged media blitz will use communication tools like public awareness messages, public awareness films on television and in cinema halls, radio spots and leaflets, among others.
Going further, a 3-minute film would be aired 3-4 times a day in over 300 cinema halls across the country. A TVC of one and a half minute duration would also be aird on leading channels during prime time/ non-prime time. In radio, over 160 primary stations have been booked to broadcast awareness spots.