#EndOurDengue
healthcare, 360 awareness campaign, pitch work
When #hashtags ruled and before AI took over the world... Pitch work for a global market-shaping disease awareness and education campaign for Takeda's dengue vaccine candidate, TAK-003. (Yes, we won!)
Below is the campaign message in various situations applied to billboards, integrated in public transportation, on the radio, in social media, outdoor public event, etc.
NOTABLE
+ We Won the business
Role AD + Design
Collaborator Jessica Maxwell, GCD-Copy
Elevator Ad—OOH
Bus Shelter Billboards
Below are typical bus shelter billboards across Indian cities and towns.
Rikshaw Mosquito Ribbon
We’ve also created our version of a ‘mosquito ribbon’. This small-sized tactic enabled us to reach a wide and diverse audience closely and personally.
In everyday life, an adhesive-backed ribbon is used to attract and kill insects. We used the idea of a ribbon for our campaign message, which will be printed on durable, waterproof, tear-resistant substrates and hung in small spaces like a rikshaw for an up-close and personal interaction with the reader. The campaign message can be attached inside a rikshaw with a magnet or a clasp.
Social Campaign
#EndOurDengue leverages Indian actress, model, and film producer Priyanka Chopra (over 50 million Facebook followers) as a spokesperson for dengue vaccination across India. Priyanka posts about her vaccination on her Facebook Page with an overlay and encourages others to do the same.
The “I got vaccinated against all 4 types of dengue” overlay will educate people about the 4 types of dengue.
It’s similar in feel to the organic “I voted” social media messages after US elections in which people post their voting receipts.
Radio Spot :30
/ Monster Mosquito /
SFX Faint buzzing mosquito
AVO You’re not worried about dengue.
Perhaps you’ve even had it—so you think you’re immune.
SFX Buzzing mosquito grows louder
Well, did you know there are 4 types of dengue?
And with every subsequent infection,
your risk of deadly complications actually goes up—not down.
Then there’s the rising number of mosquitoes.
SFX We hear someone slap their skin, ominous buzzing abruptly stops
Still not worried about dengue?
Get the vaccination for adults and kids over the age of four.
It’s complete protection against all four types.
Because the risk is greater than you think.
For more information, just say
“End Our Dengue” into your Huawei device.
In-Office Poster
Touchpoints 2, 3 and 4
Below, are examples of SMS patient communication at 3 various touchpoints.
Touchpoint 2: About 70 days after the first dose
The patient receives a text to remind them to get their second dose of the vaccine.
Touchpoint 3: About 90 days after the first dose
The patient receives a text to follow up about the second dose of the vaccine.
Touchpoint 4:
The patient receives texts with tips
Medscape Takeover
Literally, by mosquitos.
Below are examples of campaign adverts for HCPs only.
Follow-Up Ad
