Godrej HIT’s purpose has been to liberate every Indian from anxiety of pests by providing specialist & efficacious products to eliminate pests & diseases.

One of the deadliest mosquito related outbreaks is Dengue! Did you know there has been 218% rise in Dengue cases in last 5 years. 2016 has been the year with highest cases reported cases at 1,29,166. Dengue goes from a stray incident to an epidemic very quickly. Platelet transfusion is the only way to save lives which can be stored only for 5 days.

Challenge:

- Firstly, identify the areas where dengue outbreak massively impacts year on year which, a massive task in India which is diverse & the disease outbreak data sources are also varied in Urban & Rural centers.

- Secondly to identify the period where the incidence starts & quickly turns into a major outbreak and then be prepared with a timely solution

The starting point came from GCPL primary research data that showed indicative trends but was limited

We then tapped into the government, Database – IDSP (Integrated Disease Surveillance Program that sends disease outbreak alerts at weekly & monthly level but was piecemeal & unorganized

Building on these, we partnered with 2 distinct partners to map dengue outbreak across rural & urban

Social Cops, experts in data modelling for rural markets. Through Social Cops we zoomed in to Sub-District levels to understand infection alerts for last 3 years & plan media accordingly. Since villages were not data connected, Mobile was lead, media to reach out to consumers through non-data solutions. We customised messages in vernacular languages to build relevancy.

Similarly, we partnered with Google in urban for predictive modelling based on machine learning. RuledbyWeather enabled trendspotting data based on historical search queries, weather triggers, news portal news, pin-code level triggers.

DATA & TECH STACK @STRATEGY FOR PLATELET DONATION TRIGGER MODEL (CHECK REPRESENTATION IMAGE)

We constructed an integrated data strategy that powered in saving lives from dengue deaths: By detecting & forecasting dengue outbreak using Past Data, Current data Trends and being real time responsive in designing campaign communication. Let’s look how we have done it:

Firstly, while we had access to primary data from client research it was only indicative. We then accessed government, Database that was piecemeal & unorganized. It was mammoth task to consolidate this data specifically for Dengue & the high incidence regions using API integration tech & geo location tools that treated this unstructured data.

Then we partnered with 2 distinct partners that helped us map dengue incidence & outbreak across diverse rural & urban.

Social Cops: We collaborated with Social Cops, experts and specialist in data modelling for rural markets

Google: Partnering with Google for urban centres for predictive modelling based on machine learning powered by Google’s RuledbyWeather

Once the data was identified we associated with Apollo, premier chain of Hospitals to educate people in identified geographies about impact of dengue & importance of timely solution and also creating & maintaining a donor database

Associating with Apollo, India’s premier hospital we educated the people about impact of dengue & importance of timely solution.

The Solution arrived at tying up with Hospital partner: Was India’s first Online Platelet Donor Community. We created donor Database Management system at back-end to power the community where Apollo provided database of existing donors and managed database of new registrations plus Patient database by markets that showed highest incidence of dengue Outbreak acquired from earlier data sources.

The biggest challenge when it comes to transfusion is inertia – “OK this seems important but I’m sure someone else will certainly donate their blood.”

To Break INERTIA – message crafted was - Be that “someone else” & Donate Platelets to the critical Dengue patients.

To build Donor Community we partnered with Google & became first brand to use new Smart Display Campaign- A campaign type that is designed to provide self-driving advertising.

• Built a first of its kind 1Lac+ Platelet Donor Community in areas that required platelet transfusion the most

• 5 Million+ people reached across all targeted markets.

• 16% Click to registration received against an industry benchmarks of 2-3%

• Top industry news portal also covered the campaign generating earned media worth USD 300,000 for the brand