Ministry for Women and Child Development initiates ‘Malnutrition, quit India’ movement

The Ministry for Women and Child Development (MWDC), Government of India, has released a campaign against the spread of malnutrition in India.

The campaign, conceived by Prasoon Joshi of McCann Worldgroup, is titled 'Malnutrition Quit India'.

The campaign was launched on 19 November by president Pranab Mukherjee. It has been two years in the making now, and will roll out over 36 months across four stages by way of 40 AVs in 18 languages.

Mukherjee said, “Every second child in India suffers from malnutrition, and 42.5 per cent Indian children are its victims. These figures are a wakeup call and we must do our utmost at a time when Indian economy is on a strong growth trajectory. Creating public awareness on the different dimensions of malnutrition is a key requirement and I hope the campaign creates an enabling social environment to not only understand but also take informed collective action.”

On the campaign route, Prasoon Joshi, president, McCann Worldgroup, South Asia, said, "The biggest challenge was to present this very complex problem in as simple and idiomatic a language as possible. There was a lot of knowledge to be assimilated, simplified and then broken into easy action points that needed to not only be imbibed but also actioned. The campaign required tremendous bandwidth, and in that McCann formulated not a campaign but a movement: Malnutrition Quit India."

Aamir Khan has been made the face of this campaign for it to go beyond barriers of languages and cultures. In stage one, the campaign would focus on generating awareness on the issue and raise alarm. The second stage would seek involvement of the masses; while stage three will attempt to popularise the message. And a stage four of the campaign will evoke the need to take necessary action.

Snapshots from the first stage of the campaign:

Credits:

Agency: McCann Worldgroup
Creative director: Prasoon Joshi
Copy writer: Prasoon Joshi, Ashish Chakravarty, Anand Bhushan, Rajesh Bhardwaj, Aneesh Ayyappan, Vivek Verma, Alok Ranjan, Anukur Kalita, Deepak Nagar
Art: Jitender Kaushik, Ayushi Rastogi, Pavan Pathak
Strategic planning: Jitender Dabas
Account Management: Saurabh Tara, Alok Lall, Rajeev Rakhsit, Ashish Bahl, Akansha Sharma, Vartika Sakuja
Agency film producer: Jeet Kalra
Production house: Black Magic Production