Campaign Details

Brand: Godrej HIT
Lead Agency: Interaction One
Region: APAC

Strategy

Objective

Dengue is becoming an increasingly deadly disease in our country. In the last few years, the number of dengue cases have gone up strikingly. 2016 saw the highest number of reported cases in 5 years at 1,29,166. A rise of 218% since 2014. But the most alarming stat is that for every reported case, 282 cases go unreported.

The biggest risk for a patient is that dengue has no cure. The platelet count goes down and can even cause internal haemorrhage. And in extreme cases, platelet transfusion is the only way to save life. But finding donors during emergencies can be a daunting task. Also, platelets cannot be stored for more than five days.

Our aim was to create a platelet donor community to help critical Dengue patients during emergencies.

However, there were a number of challenges that had to be addressed to ensure precision, flawless performance and user acceptance.

  1. Driving quick user action. In a world of terribly tiny tales and disappearing snaps, nobody has more than 5 seconds for things that don't benefit them directly.
  2. Elimination of errors. Our major technical challenge was to make sure no two people's information would mix up.
  3. Cutting down the number of doors the seeker would have to knock. During emergencies time is the most valued asset. So, we worked on strong back-end connectivity to simplify the process to the maximum.
  4. Encouraging user engagement. Knowing exactly what the user wants. While they should be able to find what they are looking for, there shall be no information overload.
Target Audience