Government of India launches new multimedia campaign ‘#India vs TB’ featuring Amitabh Bachchan
India has been battling the air borne disease –Tuberculosis, since decades and more. The disease has been a taboo and paucity of open conversation around it has led to high mortality and morbidity. 1 person dies every minute due to TB in India and the country has the highest global burden with every 1 in 4 TB patients being Indian. Earlier, the government has made several attempts to create awareness about the symptoms, cure and eliminate the stigma around it. The two key issues faced are that a lot of people do not take the symptoms seriously or don’t get early diagnosis for TB and once they avail the treatment, many patients drop out without completing the course. This results in drug resistant TB, which is complicated and often fatal.
The main objective therefore, is not only to create awareness about TB symptoms and the need for early diagnosis but also to emphasize that incomplete treatment can be more serious & complicated. DDB Mudra North partnered with the government for creating a campaign which would galvanize the nation towards the mission of ending TB. The campaign is thus aptly titled ‘#IndiavsTB,’ where it calls to the nation to unite against Tuberculosis. The objective of the campaign is to build momentum around the mission of making India TB Free.
Given the stigma around TB, the campaign had to be powerful yet sensitive towards the patients suffering from it. Hence, the face of the campaign is no other than Mr. Bachchan who not only survived the deadly disease but is also completely cured from TB. What makes the campaign credible and highly relatable is the fact that Mr. Bachchan is open and willing to talk about his own ailment and his struggle around it.
DDB Mudra North partnered with The International Union against TB & Lung Disease to create a 360-degree campaign comprising of TVC, digital, radio and newspaper activations. The films mainly focus on recognizing symptoms of TB, the importance of completing TB treatment and the challenge of MDR TB while highlighting the fact that free testing facilities are provided by the Government. In one of the films Mr. Bachchan, plays the role of a local barber who humorously associates the incomplete grooming of the beard with the incomplete course done for TB. In another one, Mr. Bachchan plays the role of a garage mechanic, and expresses surprise at a customer who seems to be oblivious of his TB symptoms. The 3rd film, talks about the fatal consequences of drug resistant TB. All the ads lay emphasis on free testing and treatment facilities provided at Government hospitals and Health care centres. Mr. Bachchan, as the face of the campaign makes the fight against Tuberculosis, a national issue where ‘TB harega, desh jitega’ (TB must lose and India must win).
These films have been currently hosted on a YouTube Channel called- Call to Action For a TB-Free India and have been showcased in cinema screens across the country. These films will soon be released on television along with a series of digital films, print and OOH activations.
According to Kavita Ayyagari, Project Director, Challenge TB – The Union, “The campaign #INDIAVsTB is part of The Call to action for TB Free India and has been made by The International Union against TB and Lung Disease supported by USAID – Challenge TB. DDB Mudra North has come up with a campaign that touches the hearts of people and communicates key messages on symptoms of TB and the challenge of drug resistant TB due to incomplete treatment through Mr. Bachchan. We are grateful to Mr. Bachchan for his wholehearted support to our campaign. Together, we can bring TB out of the closet, talk about it and help make India TB Free.”
As per Sonal Dabral, Chairman and CCO, DDB Mudra Group, “The brief for the campaign was to build communication that can help eradicate TB by 2025. This campaign not only deals with the symptoms of TB and the need for treatment but emphasizes on complete treatment. Large number of TB patients in India drop their treatment without being totally cured of it and this results in MDR TB which is dangerous and often not treatable. They drop it as it’s extremely difficult to manage and the duration is long too.”
Agency: DDB Mudra North
President and Managing Partner, DDB Mudra North: Vandana Das
Chairman and CCO, DDB Mudra Group: Sonal Dabral
Creative: Shivil Gupta, Subhashish Datta, Amarjeet Panesar, Saket Srivastava
Account Management: Urvashi Guha, Mohit Kumar, Rakshit Behel