Client Name: Global Health Strategies
Project Name: Mumbai Mission for TB Control
Scale: City Specific
Stakeholders: Bill Gates Foundation, Municipal Corporation of Greater Mumbai
When one of the key focus areas for the Mumbai Mission for TB Control emerged as raising awareness, we supported our client in developing the key messages for a mass media campaign featuring Mr. Amitabh Bachchan. Dissemination was imperative, and our study of the core competence of relevant stakeholders resulted in 'never done before' synergies with the MCGM campaign. Banking and financial institutions, companies in the pharmaceutical and health business, the retail industry have become long term partners of the MCGM in raising awareness for TB. Significant associations with the rickshaw union, rotary club, railways and BEST bus service have enabled the campaign to reach the nook and corner of the city - as a consequence not just the association leaders but even drivers and conductors posed as advocates for TB awareness. Our work has received acclaim from national publications - Times of India, DNA, Indian Express.