Context: Majhe Kutumba, Majhi Jababdari / My Family, My Responsibility is a Maharashtra state government campaign to educate people about COVID-appropriate behaviour.
The Ask: To come up with an effective integrated campaign that encourages people to follow the 3 basic tenets of COVID-appropriate behaviour:
-Wear a mask
-Maintain social distancing
-Sanitise hands
Execution: We pitched 2 routes, each with a specific peculiarity to address concerns and highlight the importance of following COVID protocols
Route 1:
This will be followed by ads of common people from all walks of life sharing their intent
With an eye on creating maximum impact and awareness around “My Family My Responsibility”, we start this campaign off by putting prominent celebrities at the forefront.
This will be followed by ads of common people from all walks of life sharing their intent
to keep themselves and their families safe.
This will add a relatability factor and encourage the masses to join in and take a pledge to fight COVID-19.
SOCIAL MEDIA
Route 2:
In this route, we dive directly into the 3 basic tenets of this campaign which are
1. Washing hands 2. Social Distancing 3. Wearing a mask.
We bring out the positive result of the appropriate actions taken in day-to-day life that help keep your family members safe and land on our campaign message
"My family, My responsibility."
SOCIAL MEDIA
TVC and Digital Films
Influencer Collaboration
