• Creative Strategy flowed around the core concept of creating awareness about the disease and ensuring every child was protected. It had to be short as well as communicate the message effectively. Therefore the main communication plank was #FightMeaslesRubella & #EveryChild

• Since 70% of the population of the state lived in rural areas and spoke 3 different languages we decided to go in for local language videos.

• We decided to make use of IVRS based voice calls to reach out to Internet dark rural audiences.

• Leveraged capabilities of various media platforms like Google Search & GDN for promoting positive messages alongside negative articles

• Used Social media to target teachers

1. Social Media and Online Reputation Management:

a. Set up a COMMAND CENTRE in Hyderabad for real time monitoring of negative NEWS across Social media and more than 90,000 other online publications

b. Always on Listening & Monitoring system alerted us to signs of trouble as they broke out

c. Acted fast the moment we heard any negative voices, identified the geography and carpet bombed the affected area using various paid media channels

d. 86 FB posts & 110 Tweets were promoted in 25 days of the campaign and positive message posts were boosted regularly

2. Paid Media Management

a. We reached 13 million users online by using Google Search, GDN, YouTube, Native networks, Facebook and Twitter

b. Half a million Voice calls (IVR) were promoted to reach internet dark audiences

3. Content Creation and Distribution

a. Native advertisement & Social Media used to promote the website content extensively

Digital helped achieve the objective of near 100% immunization for Measles and Rubella vaccination in the state of Telangana. The work done by the Agency was commended by the Telangana Government

• Negative/Fake news were managed without any of them going out of hand

• The campaign reached a whopping 13 million users online

• More than a half a million video views were garnered

• Achieved video view time of more than 99,000 hours on an aggregate level

• Drive culminated with 9 million children getting vaccinated