Using Aural for Oral Medication

The Clinton Health Access Initiative used a multichannel strategy to launch a new diarrhoea treatment to mothers in the rural state of Uttar Pradesh, India.

Campaign details

Brand: Zinc and Oral Rehydration Therapy – DAZTBrand owner: Clinton Health Access Initiative (CHAI)Lead agency: DDB Mudra GroupCountry: IndiaIndustries: Public healthMedia channels: Mobile & apps, Radio, TelevisionBudget: 1 - 3 million

Executive summary

India – a rising super power in the world, holds the unholy title of carrying the highest burden of diarrhoeal deaths of children in the world. Yes, diarrhoea. An easily manageable illness. Or so everyone thought.

The reality was different in the populous rural state of Uttar Pradesh, where illiteracy and myth prevented caregivers...

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