Media advocacy - radio channels advocate for TB awareness

Media advocacy - radio channels advocate for TB awareness

Client Name: PATH
Project Name: Mumbai Mission for TB Control
Scale: City Specific
Stakeholders: Radio Channels of Mumbai

PATH envisioned long term advocacy with Radio as there is huge potential in the medium to raise awareness with a vision of making Mumbai TB free. The best launch pad for the long term advocacy initiative was 'World TB Day' that falls in March. We conceived a never-done-before advocacy model to convince channels to associate for the cause of a 'TB free Mumbai'. The strategy that was employed resulted in the cause being the centre of the message in a commercial radio industry leading to free of cost, customized content airing on 5 radio channels with a total of 13 links. These channels and their radio jockeys now own the cause and are advocates for a 'TB free Mumbai'.