The Problem

The Problem

It’s a country that’s growing at 6.4% but alsoranks 134th on the Human Development Index.

India is a land of contradictions.

Every five minutes India shuns one away because of

leprosy.

Every two seconds India welcomes a child into its family.

Yet, majority of Indians perceive that it can spread through touch or sharing space with a person with leprosy.

Leprosy is completely curable and non-infectious with the very first dose of MDT

Yet… India accounts for 58% of the new global leprosy cases.

The Government of India announced in 2005,that leprosy has been eliminated from India as a public health problem.

Yet, majority of Indians perceive leproosy as being incurable, contagious, and a result of past sins.

Leprosy is completely curable

Stigma leads to poverty, unemployment And further stereotyping.

The Leprosy Mission Trust India launched a

nationwide campaign to bridge this gap between

perception and reality, between fact and myth,

between curing and acceptance of leprosy.

Hire. Educate. Accept. Leprosy

THE SOCIAL REALITY OF LEPROSY

There is deep-rooted stigma associated with Leprosy.

The fear of contraction of the disease also

contributes to it.

• Expanded public and private dialogue and debate on leprosy

• Increased accuracy of information shared by people regarding leprosy

• Increased economic opportunities and aspirations for people affected by leprosy

• Considerable reduction in stigma and discrimination of people affected by leprosy

Desired Impact of HEAL India

An open, empowered hand became a symbol of leprosy, of healing, of reaching out. A hand that for years was disfigured and discriminated. Was now, proud, healthy and empowered.

HIRE TO HEAL

• Building the skills of people affected by leprosy and their children

• Connecting them to vocational courses• Connecting them to hiring opportunities at public

and private enterprises• Creating an inclusive hiring environment through a

corporate charter with industry bodies

Hiring to heal through:

HIRE TO HEAL

Hire to HEAL opened avenues for employment through capacity building of young people from leprosy affected communities and through corporate sensitization

HIRE to HEALWhile TLMTI’s VTCs builds capacity of people affected by leprosy, the campaign was used as an opportunity to identify the skills and employability of young people in the 29 block of the largest leprosy colony in Delhi and offer them training opportunities with various partners.

Comic Journalism workshops

Highlights 2013Unbudgeted activities from Jan to Jun 20131. Production of 7 Folk Songs on advocacy for CALL music album..2. Broadcasting of 6 radio programme & 55 radio spots (FM Rainbow) during World Leprosy Week, from 18 Radio Station for a

week.3. Broadcasting of radio message of Director during Anti Leprosy Day 2013, through FM 104.4. Video documentation of training programme on Human Rights for Capacity Building project

5. Production of 7 Folk Songs on advocacy for CALL music album..6. Broadcasting of 6 radio programme & 55 radio spots (FM Rainbow) during World Leprosy Week, from 18 Radio Station for a

week.7. Broadcasting of radio message of Director during Anti Leprosy Day 2013, through FM 104.8. Video documentation of training programme on Human Rights for Capacity Building project

Building Champions

Community leaders and torch bearers for HEAL India were identified. They were trained to become HEAL Champions in their communities.

HIRE TO HEAL INDIA

The next step…

was to sensitise corporates with specially designed on-ground

activation that is engaging and fun enough for them to remember the

message and talk about it.

Over 6000 employees and families reached out through festivity and happiness and on-ground communication.The Message: LEPROSY IS CURABLE

HEAL EMAILERs TO CORPORATES

We interacted with 2000 employees from Star India Group of companies including Star Plus, Star Pravah, Channel V and Star Sports.Opening an opportunity to tie-up with serials on Star Plus and reach out to their million plus viewers with the HEAL India message.

EDUCATE TO HEAL INDIA

Launched Educate to HEAL on Children’s DayOver 30,000 childrenIn 30 schools

Reaching out to children meant the communication had to simplified. After mapping and conducting market surveys we developed child-friendly communication tools to reach out to schools and children

‘THE HEALING POWER OF THREE’Teaching children that leprosy could be healed with three powers: The power to see, the power to fight and the power to speak against any discrimination.

Puzzles and games testing their knowledge of leprosy and driving home the message that leprosy is easily curable.

BOOKMARKS THAT HELP THE CHILDREN SPREAD THE MESSAGE TO THREE MORE PEOPLE THEY KNOW

Bringing communication and inclusivity together

We engaged with the youth groups we had been working with to lead the communication in schools with a little professional help from

TLMTI.

‘HEALING POWER OF THREE’ Hindi play staged in over 20 schools.

EDU

CATE TO H

EAL

Encouraged dialogue and recall on HEAL India through competition among the school children through poster and multi-media competitions

Using social media to multiply the impact

14th November 2013

8th October 2013

10th October

17th October 2013

HEAL India campaign got written bringing leprosy to the forefront in media.

Giving the campaign valuable and ‘free’ media space

31% Increase in page likes over the previous month

28th Sept- 7th Oct: 238th -17th Oct: 90

An Increase in organic (unpaid) reachReach on 26th September: 598Reach on 4th October: 466Reach on 8th October: 1249Total Campaign Reach: 7336

Increase in page visits28th Sept – 7th Oct: 1618th – 17th Oct: 471

IMPACT OF THE CAMPAIGN OVER 5 MONTHS

The campaign has enabled young people from leprosy affected communities to develop self belief, acquire the confidence and strength to be the face of the changing aspirations in areas of training and employment.

Thereby, enabling them to find a voice and platforms for voicing out their issues, accessing their rights and entitlements and speak out against any violation of human right.

Successful partnering with corporate and events in targeted schools has created greater awareness.

IMPACT

TOTAL REACH

20

ON-GROUND EVENTS AND ACTIVATION REACH

360009.74 LAKHSCHOOLS

corporates096000employees

5,45,000+SOCIAL MEDIA REACH

10HEAL India Champions

3,00,000+MEDIA SPACE

4,23,000Partner touch points

Time spent on HEAL INDIA website2.20 MIN

13 PARTNERS

people

To make the campaign powerful and reach out across to millions in India, there needs to be a sustained effort and involvement of different stakeholders…• to free India of leprosy • to make sure that it doesn't remain a forgotten disease with less resources and attention• and to change the way the world sees leprosy!

We need you to Heal India!

Diana Princess of Wales Health Education and Media Centre

THANKYOU