THE ASIA FOUNDATION
Campaign to Strengthen Community Resilience In COVID-19 - Delhi, Uttar Pradesh and Bihar
Client: The Asia Foundation
Scope of Work: Gap Analysis, Communication Strategy, Branding, Campaign Collaterals &
Given the initial knowledge deficit in relation to the pandemic during the preliminary phase, we conducted a gap analysis, in partnership with CBOs across 5 districts each in Bihar, UP and Delhi. The assessment concluded with the following insights -
Lack of one unified message
Absence of women-focussed communication
Audiences trust experts
Through our solution we provided audiences with an easily accessible, unified message with a high recall value. We also included
a gendered perspective to our communications. This gave way
Based on our communication strategy, an exhaustive set of creatives were designed for an on-ground campaign and an online campaign.
Clear dissemination plans were created for both channels, based on the target groups and campaign touchpoints. Capacity of CBOs was built in digital campaigning to ensure their participation in the campaign. And all this while simultaneously ensuring women remain at the centre of the campaign.