Rotract: HEALTH CAPITAL

Credits & Description:

SUB CATEGORY : LOW BUDGET MAILER
COMPANY ENTERING : JWT INDIA, MUMBAI
ENTRY TITLE : HEALTH CAPITAL
BRAND : ROTRACT CLUB OF MUMBAI SHIVAJI PARK
ADVERTISER : ROTRACT CLUB OF MUMBAI SHIVAJI PARK
DIRECT/ADVERTISING AGENCY : JWT, MUMBAI
CHIEF CREATIVE OFFICER : TISTA SEN
CREATIVE DIRECTOR : SACHIN KAMBLE/PRAJATO THAKURTA
COPYWRITER : NISHANT SHAH
ART DIRECTOR : MAYUR MENGLE
THE BRIEF : INDIA RECORDS CLOSE TO 42,000 FATALITIES EVERY YEAR DUE TO MISINTERPRETATION OF ILLEGIBLE PRESCRIPTIONS. ROTARACT CLUB OF MUMBAI, AN ACTIVE YOUTH ORGANIZATION, WANTED TO PUT AN END TO THIS APPALLING CARNAGE. SINCE THE TARGET GROUP IS DOCTORS, WE WERE COMMISSIONED ON A PROJECT OF CREATING A DIRECT CAMPAIGN THAT WILL ENCOURAGE THE DOCTORS TO WRITE LEGIBLY. ASKING THE DOCTORS TO CHANGE THEIR HANDWRITING IS AS IMPOSSIBLE AS IT SOUNDS. SO OUR STRATEGY WAS TO USE THE MEDIUM AS THE MESSAGE.
THE SOLUTION : TO ENCOURAGE DOCTORS TO WRITE THEIR PRESCRIPTIONS LEGIBLY, WE LAUNCHED 'HEALTH CAPITAL' A UNIQUE INITIATIVE URGING THEM TO WRITE IN CAPITAL LETTERS. FOR THIS, WE DESIGNED PRESCRIPTION PADS WITH PRINTED SQUARE BLOCKS, THAT PROMPTED THE DOCTORS TO WRITE IN CAPITAL LETTERS. WE DISTRIBUTED PERSONALIZED PRESCRIPTION PADS TO AROUND 500 DOCTORS IN THE CITY. TO MAKE IT A SUSTAINABLE INITIATIVE, WE LAUNCHED A SUBSEQUENT WEB PLATFORM, 'WWW.HEALTH-CAPITAL.ORG', THAT HELPS DOCTORS TO CUSTOMIZE THEIR PRESCRIPTION PADS AND DOWNLOAD A PRINT-READY FILE FOR FURTHER USE.
THE RESULTS : AS OF TODAY, HEALTH CAPITAL INITIATIVE HAS BEEN ADOPTED BY OVER 1800 DOCTORS ACROSS INDIA. OVER 1200 DOCTORS USED 'WWW.HEALTH-CAPITAL.ORG' TO PRINT THEIR PERSONALIZED PRESCRIPTION PADS. THIS INITIATIVE WAS NOT ONLY COVERED BY POPULAR DESIGN JOURNALS BUT MUCH APPRECIATED BY THE MEDICINE FRATERNITY. DR. RAJENDRA TRIVEDI, PRESIDENT OF INDIAN MEDICAL ASSOCIATION (IMA), HAS DECIDED TO LEND HIS SUPPORT TO MAKE THIS A PAN-INDIA INITIATIVE.