IPE GLOBAL FOR GOVERNMENT OF RAJASTHAN
BAHUBALI KI JEET
Campaign Focusing On Positively Shifting Attitudes And Practices Of Men Towards Nutrition In Rajasthan
Client: IPE Global for Government of Rajasthan
Scope of Work: Communication Research,
Campaign & Media Strategy, Visual Identity,
Campaign Collaterals, Webisode Series & Video Assets, Social Media Execution and Management
Malnutrition and healthcare of pregnant and lactating women (PLW) is a systemic problem in rural Rajasthan. Part of the problem is the indifference and unawareness of men about nutritional and healthy practices.
The deep-rooted patriarchy and unbalanced gender roles leave women solely responsible for the health and nutritional needs of themselves, as well as the new-born child. Consequently, this causes various issues in pregnancy, as well as malnutrition for both, mother and child.
To address malnutrition, the Government of Rajasthan (GoR) in partnership with Children’s Investment Fund Foundation (CIFF) initiated Project RajPusht.
Kaboom was on-boarded to develop an end to end digital campaign, with an aim to positively shift knowledge, attitudes and practices around nutrition.
Kaboom applied Human Centred Design (HCD) Research to define the key challenges and cultural insights to further understand the narratives, pre-existing knowledge, attitudes and practices around nutrition in the region.
It was clear from the research that the key decision makers in the family are rarely the PLW. Therefore, the digital campaign had to reach out to men.
Insights generated were clear
Men need to start taking responsibility
However, they are unaware of the expected
course of action
They all love and revere Bahubali
Therefore, we sought to develop the persona of a responsible man, as a role model for the target audience. A man whom they love and respect i.e. Bahubali
The Bahubali in our campaign was defined by his sense of responsibility, rather than his strength or bravery.
TOH CHAMPION SUPERSTAR
It is only when the man is zimmedar, i.e. when he provides nutritious meals for his family, as well as actively participates in the care-taking of mother and child is when he is a bahubali.
A pilot campaign was conducted across the extreme media dark districts of Udaipur, Dungarpur, Banswara, Pratapgarh and Baran. Based on the immense positive response, the project led to a
year-long behaviour change campaign implemented for the Government of Rajasthan.
The campaign garnered viewership of
The campaign reached
4.6 MILLION with
8.2 MILLION impressions
Even in areas with low internet accessibility, our webisodes were viewed for over
1.2 MILLION watch hours
We received immense traction on the campaign with
1 MILLION interactions