Campaign details
Brand: Bill & Melinda Gates FoundationBrand owner: Bill & Melinda Gates FoundationLead agency: McCann Worldgroup IndiaCountry: IndiaIndustries: Charities & voluntary organisationsMedia channels: Content marketing, Direct marketing, Mobile & apps, Outdoor, out-of-home, Point-of-purchase, in-store, Print, Radio & audio, Television, Websites & micrositesBudget: Up to 500k
Executive summary
Married couples in small towns and rural India have been repeatedly targeted with directional messaging to control family size, whereas the most common and ignored 'early pregnancy' had devastating consequences to the mother and child health.
The campaign leveraged...