GET TESTED!
COVID STIGMA
Noora Health , IDFC Institute and theGovernment of Punjab, India collaborated in developing content that addresses barriers of fear and stigma and promotes testing for COVID-19. The idea is to focus messaging on the understanding of stigma and raise awareness about the need for testing, whilst also understanding there is a lot of fear due to rumours and past events. Given the history and fear around this message, we decided to create a campaign to raise awareness and promote dialogue on safer practices. As part of this campaign, my responsibility was to lead the Art direction and Storytelling elements for the campaign. We designed a storyline and a Mascot - Dr Chacha
(Dr Uncle) representing both Rural and Urban audiences of Punjab.
After Multiple suggestions from IDFC & Punjab Govt, we finalised on young 45 year old
Dr Chacha (end right)
Overarching Storyline
Our mascot, Dr. Saab, continues to be the messenger for this campaign on the promotion of COVID-19 testing. In the video, we meet Preeti, a young child who is enjoying a game of hopscotch outside her home. We realise immediately that although she is playing, Preeti is preoccupied and anxious. Dr. Saab – who runs a clinic in the same neighbourhood, happens to be walking by and notices her anxiety. He stops to have a conversation with her to understand what she is worried about and offers timely and important medical advice to Preeti and her Mother.
Here’s a comic from the campaign, where visual storytelling was used to encourage people in Punjab to get tested for COVID-19 promptly to keep themselves and their families safe.
Here are some posters encouraging the families to get Covid tests, using hand sanitisers, wearing the mask outside as well using Punjab Govts COVA App
The campaign was well-received through all 22 districts in Punjab India and here some pictures from various hospitals across Punjab.
