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.