Campaign details

Brand: Bill & Melinda Gates Foundation
Brand owner: Bill & Melinda Gates Foundation
Lead agency: McCann Worldgroup India
Country: India
Industries: Charities & voluntary organisations
Media channels: Content marketing, Direct marketing, Mobile & apps, Outdoor, out-of-home, Point-of-purchase, in-store, Print, Radio & audio, Television, Websites & microsites
Budget: Up to 500k

Executive summary

Married couples in small towns and rural India have been repeatedly targeted with directional messaging to control family size, whereas the most common and ignored 'early pregnancy' had devastating consequences to the mother and child health.

The campaign leveraged the biggest insight about rural, small-town newlyweds – their unwillingness for early parenthood. We provided them with the desired cover from societal pressures and introduced new positive influencers in their life.