BAS3: STRENGTHENING COMMUNITY RESILIENCE THROUGH A GENDER-FOCUSSED CAMPAIGN
THE ASIA FOUNDATION
GAP & NEED ANALYSIS
FILMS & ANIMATIONS
CAMPAIGN DESIGN & IMPLEMENTATION
CAPACITY BUILDING
BRANDING & IDENTITY DESIGN
The Bas3 campaign focussed on building unified gender-focussed interventions to provide greater awareness of health risks and preventive measures, better access to support services, reduced stigma, and greater responsiveness of public authorities to the voice and interests of the poor, women and girls, minorities, and other marginalised populations.
Integration of the BAS3 campaign into state-level government communication
On-ground reach of over 67,000 people in the pilot phase in 15 districts of Bihar, Uttar Pradesh and Delhi
THE CHALLENGE
COVID-19 exasperated the inequalities and the most impacted were the women and girls, minorities and marginalised populations. The challenge was to enhance communication between public health and other government agencies and vulnerable communities, and improve policy measures for longer-term COVID-19 resilience.
THE SOLUTION
Lack of accessible, reliable COVID-19 information created significant barriers, especially for women and marginalised communities in Bihar, Delhi and Uttar Pradesh. Public health messages often failed to connect with local audiences, resulting in confusion, mistrust, and low adoption of preventive measures and support services.
The campaign took an insight-driven approach to tackle these barriers by leveraging local expertise and customised communication. Based on the gap analysis and needs assessment conducted across Bihar, Delhi and Uttar Pradesh, the BAS3 campaign focussed on a unified communication strategy to address gaps in public health messaging. By improving access to timely, reliable COVID-19 information, enhancing communication between public health stakeholders and vulnerable communities, and improving policy measures for longer-term COVID-19 resilience, BAS3 strengthened trust, improved recall, and ensured critical health information reached those who needed it most in a language they understood the best.
A campaign led by on-ground interventions and supported by digital campaigns ensured widespread reach, with women-focused messaging bridging the information gap.
