UNICEF

Impact - - FEATURE - TARUN RAI CEO, J Wal­ter Thomp­son, South Asia

(The ‘Every Half Counts’ cam­paign by J Wal­ter Thomp­son for UNICEF won the Gold in the Small Town & Ru­ral Mar­ket­ing cat­e­gory) “In­dia’s im­mu­niza­tion pro­gramme is one of the largest in the world but it also has a high drop-out rate and that is what this par­tic­u­lar com­mu­ni­ca­tion cam­paign had to ad­dress. It took some ex­tremely in­no­va­tive think­ing to build aware­ness of the im­mu­niza­tion process. The key to suc­cess was the ‘half-toy’it cut right through the lan­guage and lit­er­acy bar­ri­ers. It con­veyed the fu­til­ity of an in­com­plete im­mu­niza­tion and drew peo­ple to the ed­u­ca­tion ses­sions, where they came to col­lect the other half of the toy. Kids also in­vested in the process, be­cause they wanted the com­plete toy! This one half-toy is what made this cam­paign a truly ef­fec­tive one. The re­sults ex­ceeded all set tar­gets.”

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