Building a Public Health Movement Towards Healthier Villages
IPE Global for Public Health Department, Maharashtra
CAMPAIGN DESIGN &
IMPLEMENTATION
FILMS &
ANIMATIONS
BRANDING &
IDENTITY DESIGN
STORYTELLING/
NARRATIVE DESIGN
The Maharashtra Public Health Dept. launched an initiative called ‘Maza Gaav, Aarogya Sampanna Gaav’ to create a medium to change the general outlook towards health. ‘Kasa Kaay?’ was conceptualised as the mouthpiece through which this new way of looking at healthcare could be introduced, using dialogue and conversations - making conversations on health ‘people friendly’.
Language that is recognisable
Language is the foundation of conversations. We made sure that what we say (and how we say it) is familiar and relatable, making the communication feel direct and genuine.
Visuals that bring joy
Generally Public Health visuals focus on diseases and issues. We brought the people to the foreground. Coupled with familiar cultural elements and a bright colour palette, we curated a positive and encouraging look and feel.
THE CHALLENGE
Communication around health and healthy lifestyle has always been top-down: delivering information to create awareness. Our challenge was to find ways to move beyond and find out how a campaign rooted in a government resolution could also have a lasting impact on deeply embedded behaviours. Changing how we look at healthcare as a government service to a social movement creating sustained community engagement.
THE SOLUTION
Real conversations do not start with information, they start with familiarity and trust. Instead of introducing a new language around health, we chose to build on what already exists, everyday moments of connection. ‘Kasa Kaay’ - a popular, warm way of greeting each other in Maharashtra emerged as the basis of the language that can be leveraged to build an impactful campaign. An empathetic approach where a genuine question is the first step to prevention. This lead to a song - an anthem - which launched the campaign that introduced and familiarised the audience with this novel approach, encouraging them to ask questions.
