Johnson & Johnson: Be the change for TB

Johnson & Johnson, a pharmaceutical company, increased its online reach, impressions and views for its ‘Be the change for TB’ by engaging with music artists, celebrities, government officials, civil society organisations and youth icons.

Background and Challenges

TB is the second deadliest infectious disease in the world, after Covid-19, and nearly 2 billion people are infected with it worldwide, with India bearing 26% of the global burden of new cases. As per the recently released India TB Report 2022, an estimated 1.9 million people in India reported new active infections in 2021.

A key issue is the social stigma attached to TB, which leads to poor health-seeking behavior among the population and lack of diagnosis, thus creating a high likelihood for prolonged transmission. Three out of 10 people still go undiagnosed and untreated, a...

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