PowerPoint Presentation

Maverick 1: Ravinandan Puri Year: 2nd

Maverick 2: Ronak Soni Year: 2ndCampus: MICA, Ahmedabad.Team: Gujju Gang

The CommunityThe village has basic public amenities like Primary School, Health Clinic, Irrigation and water supply system and is connected to the city by a Pukka road.

We have chosen the people of Telav Village (population 2900) as our target community. The Village of Telav in Sanand Taluka of Ahmadabad district used to be a sleepy village far away from the city of Ahmadabad until 2009. It was then that the Tata Nano arrived in Sanand and changed the face of all these villages in the area. With land prices soaring high, people of this village became prosperous and their living conditions improved. However the people of the village are still rooted in tradition and they continue with their conventional way of living. Literacy rate is around 65% and most people belong to OBC category. There aren't around 700 to 800 children in the village in the age-group of 8-16.

The insights behind the ideaBarriersAversion to any Behavioural Change Rural semiliterate adults are hard-headed and relentless when it comes to any behavioural change in their way of life.They live with the amenities in the world of today but with thoughts of yesterday and have a firm belief that nothing would happen to them and are safe from diseases resulting from unhygienic conditions.Immobility of Soap The traditional norm in the community is to use the common soap for all washing purposes. The soap is ensconced in the dark corner of bathroom and is seldom seen outside the bathroom. This immobility of soap restricts people in washing theirs hands as often as they should and is a key barrier in changing their hand washing behaviour.Perception of TrivialityWashing hands is considered a very trivial issue for the community.They hardly give a conscious thought to washing their hands with soap as a regular habit for the people.

The insights behind the ideaMotivators

Concern for Children & their HealthThe adults in the community pay heed to what their children say because they look up to their school going children who bring new ideas, including focus on hygiene. Hence children are the major influencers and harbingers of behavioural change in this community including hand washing.Doctors and Peoples Concern for their Well Being With advent of modern times and facilities the people in the community have developed a belief that with new times have come new diseases, which werent prevalent earlier. This has lead to their visiting the local doctor much more often. Doctors enjoy high trust among the community members and serve as motivators and influencers enforcing personal hygiene.Perceived Image and Social Acceptance As people in the community start selectively adopting urban habits they have started looking up on grooming, personal hygiene and cleanliness as a means to express themselves and gain social acceptance. Social acceptance can be an important motivator to influence their hand washing behaviour.

The germ of an ideaUsing familiar sounds (the Dong of bell used in school for recess) and symbols to condition children to wash their hands more oftenThe Dettol Dong

The germ of an idea

The Dettol DongIn the village schools, children have been accustomed to relate the dong of the school bell with recess breaks where they feast on their homemade lunch box. However, not all wash their hands before eating.

We aim to position the Dong of school bell as a The Dettol Dong- A real life metaphor that would remind them how important it is to wash their hands before eating.

Linking the sound of the bell would be employing a familiar sound in their daily life to reinforce the importance of hand washing .

At home as well playing with the thaali before food is served is a regular activity children indulge in. We also aim to connote this dong sound of the thaali with The Dettol Dong, thus reiterating and reminding them to wash their hands.

Cultural Insight behind the germ of an ideaChildren would be employed as change agents for driving behavior change since adults look up to their children and pay heed to what the new ideas children bring.For the villagers in this community, sounds, symbols, rituals hold a very dear place in their way of life. They associate specific meanings with these elements.For them Cock-a-doodle-doo of rooster connotes morning time, the temple aarti stands for auspicious timing, the matka for them connotes potable water, the cow for them is holy; such associations are passed on to them traditionally.Ergo, they have been conditioned to use associationist thinking in their day to day life. This important fact if incorporated in a campaign can be used to penetrate their psyche and affect a behavioral change.Our campaign intends to use the Dong of the school bell as a reminder and tool for conditioning them to associate it with hand washing.

Bringing it alive in my communityElements of Live CampaignDettol Dong and Dong Games in SchoolDuring School recesses, we do activations for a prolonged period of days, where our Dettol Men in a fun and playful way make children relate the Dong sound of bell with washing hands and sharing free samples of soaps.We design multiple games to daily reinforce this idea.

The Magical PrescriptionWe will arrange a free medical camp for children in the village. After giving general advice and goodies the Dettol doctor would give them the magical prescription which would promise to keep them healthy for ever. This magical prescription would be a blank page on a Dettol letter pad. This will convey the idea that they have a doctor available in their home itself the Dettol soap, who will take care of them and they dont need any other medicine. We will also convey this idea in form of a story (Nukkad Natak) with the Dettol dong as its main element. Free Samples of Dettol soaps will also be distributed.

Dettol

Bringing it alive in my communityMaha BhavishyavaniVillagers believe in astrology and we intend to use this in our campaign.Our activation would have a pundit (fortune teller) talk to kids about what they would like to be when they grow up! However, the fortune teller would also highlight that their palms which hold their future are full of dirt and hidden germs which can harm their future with bad health. The solution would be to wash their hands, and brighten their palms and their future. The activation would be spontaneous, engaging and would use the concept of Dong and Jingles to attract attention. Giving free sample of soap.

The Dettol tarazoo (Weighing Scale) A life-size tarazoo with one pan having a single Dettol and the other pan having hundreds of medicines with the Dettol pan outweighing the medicine pan. It would be a stark visual symbol depicting how Dettol usage can prevent many diseases and is much better than having hundreds of medicines. This installations will be kept at touch point like the school, crossroads and outside local clinic. We would attract attention to this using the Dettol dong and jingles. We would do Nukkad Natak around this theme and distribute free sample of soap.

Estimation: With a budget of Rs.1 Lakh, the campaign is likely reach 1500-2000 people including 600-800 children.

Convince us on how it will change the behaviourChildren acting as Change Agents to Drive Change Behaviour in CommunityChildren in the age group 8 to 15 community influence most behaviour change and purchases. The often play back these messages to others and are influential in changing the habits of the otherwise hard-headed adults. Conditioning the Children to Form a HabitThe Dettol Dong would be the metaphor for a loud reminder for washing their hands before eating. It is an established fact that any activity repeated over a period of 21 days becomes a habit. Also we are using The Dong, something which they have been accustomed to relate to food for years to convey our message which itself is related to food habits.Peer to Peer Impact on ChildrenChildren are influenced by their peers to a large extent. Promoting a group activity among the children community would cause a greater impact.

Convince us on how it will change the behaviourEngaging the Children and VillagersUsing conventional and familiar elements and giving them a completely new meaning to convey our message.Familiar Element of Their LifeTraditional Role they PlayThe new Meaning that we attach to these elements through our campaignThe DongFor children it Connotes Lunch time. Relates to foodFor children it now connotes Washing Hand before food. Now Relates to Food, Fun, Frolic and Group ActivityThe Doctor Post Diagnosis treatmentFocus on Avoiding treatment by being disease freeThe Fortune TellerRandom Predictions about peoples futureAttributing peoples future with the efforts they take to safeguard their own healthThe TarazooA mundane weighing deviceA tool using which we convey what is important and what is not

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