Cannes Lions
McCANN WORLDGROUP INDIA, Mumbai / MINISTRY OF PUBLIC HEALTH, ISLAMIC REPUBLIC OF AFGHANISTAN / 2017
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Overview
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Description
To counter these traditional biases, we turned to another Afghan tradition. A bracelet that is tied on infants to ward off evil forces, now also protects them from diseases.
Execution
Doctors and Healthcare professionals were given their own Immunity Charm Kits and required just a one hour training program.
With each kit a doctor is equipped to take care of 50 children's Immunization records.
In the pilot programme, we have begun in Kabul district with 10 kits, which brings 500 children under monitoring. Seeing the success of the programme, the Immunity Charm is being extended to other provinces.
The immunity charm itself comprises colored beads, with each bead being code for a specific vaccine. On every vaccine, doctors add the corresponding bead to the bracelet.
Outcome
Afghanistan's vaccination completion rate is just 50%, and infant mortality rate is 101 out of every 1000 live births.
As the Immunity Charm spreads across various Afghan provinces, it helps thousands of infants complete their vaccination schedule.
This is a unique case of collecting data and then using that same data as incentive!
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