Changing behavior

Although preventable, diarrhea is one of the leading causes of illness and death among
children worldwide. Zinc and oral rehydration salts (ORS) have been endorsed by the
World Health Organization, UNICEF, local health authorities and the Indian Association of
Pediatricians as the leading methods for preventing and treating childhood diarrhea.
Most care givers wait too long (an average of two days) before seeking care, and when
they do, their source of health care in the rural areas is usually an unqualied practitioner.
FHI 360 entrusted us with the task of educating parents and medical practitioners with
regards to the relevance of ORS and Zinc in prevention of diarrhea.
We did this by starting at the grass root level:

  • A campaign rally cry
  • A logo establishing relevance of ORS and Zinc
  • Branding of cycles, bags and uniforms of ‘Sehat Mitra’ – rural health friend
  • Visual aids and videos for educating doctors and parents
  • Brand reminders for the target audience
  • Kiosks at hospitals

The results speak for themselves.
In September 2011, sales of ORS and zinc in Gujarat and Uttar Pradesh were 3,000 and
4,000 units, respectively. By July 2014, demand reached 500,000 units for ORS and
roughly 200,000 units for zinc.