How RSRTC & Audiowala Network's COVID-19 campaign helped educate over 5 crore people

Audiowala Bus Stand, a Vritti iMedia property, launched a campaign along with RSRTC to spread awareness on the COVID-19 pandemic in Rajasthan

e4m by Noel Dsouza
Updated: Apr 9, 2020 2:49 PM
Vritti COVID-19 OOH Campaign

The Audiowala Bus Stand played a potent role in spreading precautionary messages about the global pandemic COVID-19 to the people of rural Rajasthan. The Audiowala Digital Audio Network, a part of Vritti iMedia is an outdoor advertising medium with a 100% engagement rate when it comes to brands communicating to the masses at transit locations. It reaches out to India’s rural market. The medium is present across 7 states like Maharashtra, Karnataka, Goa, Punjab, Rajasthan, Himachal Pradesh, and Haryana.

COVID-19 is an infectious disease caused by a new virus. This disease causes a respiratory illness with symptoms such as a cough, fever, and in more severe cases, causes pneumonia and even death. With such a highly contagious virus it becomes imperative for governments across states to reach out to the masses especially to the rural masses about the precautionary measures to be taken to avoid an infection.

Doctors globally have advocated for social distancing, washing hands regularly, avoiding touching eyes and the use of hand sanitizers. These guidelines were also issued by the Indian Council of Medical Research.

Heeding to the advice, Rajasthan Government through Rajasthan State Road Transport Corporation planned on appealing to the rural masses with the do’s and don’t to avoid the coronavirus infection, which was spreading across the globe even before the virus was spreading in India. This campaign was done between 5th March to 25th March 2020, as a precautionary and an advisory message to the rural masses of Rajasthan for the prevention of coronavirus.

The Rajasthan Government needed a medium that has a deep rural penetration, which could reach the ‘media dark areas’ and have a local impact. The answer was Vritti iMedia’s Audiowala Bus Stands, it is the largest digital audio network at transit places in India. The Audiowala Network was used to spread the message of safety and precaution to the rural masses.
A total of 35 strategic locations were chosen to spread the message through passenger announcement systems at the Audiowala Bus stands. These locations were selected as they had the maximum number of rural reach in Rajasthan.

The jingle was played across 35 locations to maximize the reach of the campaign. Audiowala Network reached more than 5 crore people travelling through state transport in the state of Rajasthan.

The campaign which was run by the Rajasthan Government though the Audiowala Network helped prevent a major health crisis.

You can listen to the Transit Audio OOH campaign here:

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