Save the Children sought to use its global ‘Every One’ campaign to increase efforts by the Indian government to tackle newborn, infant and child mortality in India and around the world. The international NGO engaged research agency Synovate to help identify a target audience and relevant media, while Weber Shandwick was employed to execute the media strategy, which aimed at creating visibility for the issue in the media and reach larger public.
Weber Shandwick helped engage celebrity mothers in the course of the campaign to champion the cause at independent events and lend popular appeal to the campaign to create pressure on policymakers to address the issue. Save the Children engaged the general public and communities across the country to get involved with the campaign through a range of actions such as music concerts, awareness runs, mobilisation activities at schools and colleges and postcard campaign targeting government officials.
The campaign delivered dramatic results: over 1.1 million people participated in campaign events; Facebook and Twitter messages generated 265,000 positive responses; and, ultimately, the Indian government acquiesced to a 20% increase in national children’s health spending.
Watch a video of the campaign here