The WHO ORS campaign by Corporate Voice|Weber Shandwick has been declared a winner at the Asia Pacific PR Award 2004 in the 'Healthcare/ OTC' category. The award ceremony took place in Hong Kong yesterday.
Corporate Voice|Weber Shandwick filed for participation in the Healthcare/ OTC category with its campaign for promoting the use of WHO ORS for diarrhoea management among infants and children. WHO ORS campaign emerged as the winner for this category for the Asia Pacific region.
The objective for PR was to make a qualitative impact on the delivery of message, bring credibility to the category claim, and deliver the multiplier effect. The PR focus was to bring partners on board for spreading the campaign message – ‘WHO ORS is the first line of treatment for diarrhoea among children’. These included media companies, celebrities, corporates with high public interface, doctors, chemists etc.
The method deployed was to use Innovative Media Alliances with entertainment TV channels popular in north India, the target region, engagement of celebrities, Corporate Alliances to propagate the message at large and endorsements from national bodies like All India Institute of Medical Sciences (AIIMS), Indian Academy of Paediatrics (IAP), All India Organization of Chemists and Druggists (AIOCD).