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...