Top Story


Home >> Out-of-home >> Article

BBC WST & PSI go outdoors to create awareness about TB

Font Size   16
BBC WST & PSI go outdoors to create awareness about TB

BBC World Service Trust (BBC WST), in partnership with Population Services International (PSI), and the International Union against Tuberculosis and Lung Disease, created an aggressive awareness campaign about tuberculosis using the Out Of Home (OOH) medium. The campaign ended early last week. This is an extension to the Bulgam Bhai TVC.

The campaign was based on the findings of a research conducted by PSI. The findings indicated that in most cases, cough is not perceived as a serious issue by people.

Commenting on the intricacies of the campaign, Pushpraj Dalal, National Project Manager, BBC WST said, “The rationale behind the campaign was to attain a behavioral change as the fear of costs to be incurred for tests and doctor’s fees deter people from reporting TB. Though people in general are aware of TB and its symptoms, initial confusion between TB and general flu symptoms delays the treatment. Low risk perception towards contracting TB is an important reason for delay. Using the various communication touch-points we have definitely made people think and act on time.”

BBC WST was the creative partner responsible for designing and producing the strategic and creative plans for TV, radio, out of home and on-ground activities. The multi media campaign was rolled out in six prime states namely, Punjab, Haryana, Rajasthan, Bihar, Karnataka and Maharashtra.

As a part of the OOH campaign, hoardings were put up across all the six states, out of which a few of them were advertised through digital signages (audio-video). Vehicle merchandising was done in every state to increase the visibility for the campaign. Street plays, featuring actors wearing Bulgam Bhai masks was an attention pulling activity initiated as a part of the awareness campaign. Wall painting, posters and bus panels were also used.

The OOH advertising and activation duties are being handled by Lodestar Universal.


Markus Noder, Managing Partner, Serviceplan International, shared innovative tools, ideas and methodologies to generate tangible business values

The primary reason that led to growth of OTT is the constant improvement of internet speed and service across the country: Sandeep Gupta, ACT Fibernet

Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

The Tata Group is considering review of its Public Relations mandate which is currently handled by PR firm Edelman in association with Rediffusion. The review is likely to happen post January 2018.

KVL Narayan Rao, Group CEO, and Executive Vice Chairman of NDTV passed away at 63 after battling cancer for two years

Week 44 (October 29-November 4, 2017) of RAM Ratings saw Big FM and Fever FM dominating Mumbai. Meanwhile Fever, Radio City and Radio Mirchi dominated Delhi, Bangalore and Kolkata respectively.