PUBLIC AWARENESS

CHANGING PERCEPTIONS AND BUILDING CREDIBILITY
Client: EPID Unit of Ministry of Health & UNICEF
Project: National Immunization Campaign 2011

The Challenge

Though Sri Lanka had achieved great success in immunization in the past and virtually wiped out many dreaded diseases, a few deaths of schoolgirls from Rubella vaccination caused negative publicity and eroded the confidence of mother on our national immunization program. Equally, the absence of reported cases of certain diseases was beginning to affect the compliance for universal immunization. The public awareness campaign sought to re-establish the importance of immunization and ensure fullest compliance.

The Strategy

Creative theme "Let sleeping demons sleep" drew insights from traditional folklore and rituals to advocate keeping dreaded diseases at bay.

PR led national launch event with participation of government health care officials, UNICEF, WHO and schoolchildren Educational workshops for Colombo based and regional media Interviews and features in the print and electronic media TV presenters encouraged to develop documentaries on the issue Essay competition for school children on the theme.

The Results

The extensive editorial media engagement, both in Colombo and in provinces, led to placement of positive and progressive news on National Immunization which led to a revival of trust among parents on the programme.

Client: Reckitt Benckiser
Project: Dengue Awareness Campaign In association with the Ministry of Health

The Challenge

To create public awareness on the danger from Dengue and move the general public to action in recognizing the places where the dengue mosquito breeds and taking action to clean up their environments to avoid infection.

The Programme


The campaign elements included:

A Launch Media Conference & ongoing Publicity.
TV Docu-Drama specially produced to convey the message in a format where attention and acceptance would be greatest.
Press Advertorials
Radio Infomercials
Posters
Educational Leaflets
Health Worker Briefings
Schools Awareness Campaign

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