WiTH THE SUPPORT OF BOLLYWOOD LEADING LIGHTS AND DHARAVI RAP LUMINARIES, WEBER SHANDWICK INDIA AND THE BILL & MELINDA GATES FOUNDATION HELPED LAUNCH A MOVEMENT TO CHAMPION SOCIAL DISTANCING IN ASIA’S DENSEST SLUMS – COMPLETE WITH ITS OWN TRILINGUAL ANTHEM.
Urban areas in India like Mumbai’s Dharavi represent some of the largest and most densely-populated slums in Asia. In such slums, standard social distancing strategies are effectively impossible. The only way to limit the spread of COVID-19 is for residents to stay home and stay isolated. But, how to effectively convey that message in a local culture with multiple dominant languages, high rates of illiteracy, and widespread fear of authorities?
Working with The Bill & Melinda Gates Foundation, Indian hip hop and arts collectives, and Bollywood celebrities, Weber Shandwick India cultivated a movement to encourage social distancing in India’s densely-populated urban neighbourhoods: #StayHomeStaySafe. The centrepiece of the campaign? The #StayHomeStaySafe anthem, spanning raps across three languages and some of Bollywood’s brightest stars.