Background and Challenges
COVID-19 affected all segments of the population and fueled vaccine hesitancy across the country, particularly in remote and rural areas. Our audience was scattered, spoke different languages, and had varied cultural upbringing. The challenge was to create a universally understandable narrative, which was relatable and instilled a behavioral change amongst the audience
Objectives
The objective was to promote prevention message along with awareness messaging around getting vaccinated.
Insights and Creative Strategy
There was a need for a campaign that transparently and accurately dispels information around vaccine hesitancy. The audience defined were people in the age group of...