In India, one in two people die everyday due to non-communicable diseases such as diabetes, obesity, stress and strokes. These deadly diseases have infiltrated every section of society.
Since awareness is the first step to battling these chronic illnesses, the World Health Organization-India, approached Leo Burnett and Indigo Consulting to help set up an integrated social campaign that would educate the masses about these ailments and how to combat them.
We had a challenge on our hands – we needed to find an effective way of spreading the message of health to a target audience that consisted of virtually every person in India - on an absolutely shoestring budget.
We decided to tap into the largest marketing medium in the country – mobile - hich has an 800 million user base and harnessed what every mobile subscriber in the country already has – a mobile caller tune. The idea was to encourage every mobile subscriber to raise awareness about one of the many prevalent diseases through their caller tune.
The question that faced us at this juncture was – why would people set these public service messages as their caller tune? To deal with this challenge, we combined the two things that resonate most with the Indian public: freebies and Bollywood. Therefore, these public service messages were recorded by popular Bollywood movie stars in their very own style, thereby instantly tapping into their huge fan base. These caller tunes are free for everybody and serve as a replacement for the existing tunes a subscriber has.
Thus was born - 'Donate your caller tune for a cause.' The campaign was launched on World Population Day on July 12, 2013. We created the website (www.donateyourcallertune.in) and partnered with OnMobile, one of the largest white-labeled data and value added services in India. Any user from any service provider can log onto the website, choose a sample clip and lend his caller tune to spread awareness on the country's most serious health issues.
Without a single rupee spent on media, we successfully transformed the caller tune into the world's largest public message broadcast medium with a potential of 12 billion impressions per day – an average of 15 calls received per day per mobile subscriber.
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