Cannes Contenders 2017: BBC Media Action

With the Cannes Lions International Festival of Creativity less than a month away, Campaign India returns with its 'Cannes Contender' series.

 

 

BBC Media Action India has one such entry,

 

Blood Factory - Bill & Melinda Gates Foundation

Category entered in: Direct Lion/Charities & non-profit

Product : Iron & Folic Acid Tablets

 

Almost 58 per cent of pregnant women in India are anemic. Anemia is directly and indirectly responsible for 40 per cent maternal deaths in India. Two-thirds (67 per cent) of women in Bihar have anemia. One of the most effective ways of combating this, and turning the tide in favour of mothers and young children, is through consumption of Iron Folic Acid tablets by expecting and lactating mothers.

 

The solution therefore is to disrupt existing paradigms by rethinking the problems. With new insight and simple innovations.

 

A simple communication tool designed to help an expectant mother visualize the importance of IFA in a unique way; she is now able to picture her child growing inside her womb, with her blood strengthening her ‘KhoonkaRishta’  - bloodline.

 

It works through a simple, but relatable cultural concept of family and lineage-- the bloodline. This direct communication tool is a vivid demonstration – how IFA is critical and the simple act of having the entire dose is critical in the formation of a baby.

 

‘KhoonkaRishta’ is an emotive route for an expectant mother to visually see how she is slowly making her own baby as she consumes each tablet, no mother would like to see an incomplete baby and this would act a self-driven push to complete the dose.