Saathi Bachpan Ke: The second mother's revolution!

ABT Associates, the US consultancy, was looking at ways of tackling the issue of diarrhoea deaths in the state of Uttar Pradesh, India, where it was a major killer of children up to five years of age.

Saathi Bachpan Ke: The second mother's revolution!

Sujata Singh

Campaign details

Brand owner: ABT AssociatesAgency: Maxus GlobalBrand: Saathi Bachpan KeCountry: IndiaChannels used: Branded content, Events and experiential, Games and competitions, Newspapers, Other and ambient media, Public relations, Radio, Television, Word of mouth and viralMedia budget: Up to 500k

Executive summary

Insight, strategy and the idea

Diarrhoea deaths, a major killer of children up to five years of age in the state of Uttar Pradesh in India, could be almost halved if already available interventions such as administering oral rehydration...

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