RB maverick MICA

7/23/2019 RB maverick MICA

1/12

Maverick 1:Year:

Maverick 2Year:Campus:

Team:


2/12

The Community

For the purpose of this challenge, identify a local community with population of 2!!


3/12

The insights "ehind the#idea$

Motivators

Concern for Children % theirhealth:

The adults in the community payheed to what their children say"ecause they look up to their schoolgoing children who "ring new ideas,

including focus on hygiene&'ence children are the ma(orinfuencersand har"ingers of"ehavioural change in thiscommunity including hand washing&

Concern or

& their heaThe adults in thcommunity pawhat their chi"ecause they loschool going ch"ring new ideasfocus on hygien

'ence children infuencersanof "ehavioural ccommunity inclwashing&


4/12

The insights "ehind the#idea$

)arriers

Aversion to anyBehavioural Change:

Rural semi literateAdults are hard-headedand relentless when itcomes to any "ehaviouralchange in their way of life&

They live with amenitiesin the world o today

but with thoughts oyesterday and have a*rm "elief that nothingwould happen to them andthey are safe fromdiseases resulting fromunhygienic

conditions+living&

Immobility o oap:

The traditional norm in thecommunity is to use acommon soap for allwashing purposes& The

soap is ensconced in adar! corner o bathroomand seldom is seen outside

the "athroom&This immobility o soaprestricts people inwashing theirs hands asoften as they should and isa key "arrier in changingtheir hand washing

"ehaviour&

"erceptioashing hconsidered

issue or t

They hardconsciouswashing thsoap as a rthe people


5/12

The #germ of anidea$

The -ettol -ong

#Using familiar sounds(the Dong of bell used in school forecess) and symbols to condition children to wash their ha

more often$.n the village schools, children have "een accustomed to relate the dong o"ell with recess "reaks where they feast on their homemade lunch "o/& 'wash their hands "efore eating&

e aim to position the %ong' o school bell as a #The Dettol Dong-metaphor that would remind them how important it is to wash their hands

0inking the sound of the "ell would "e employing a amiliar sound in tto reinorce the importance o hand washing&

t home as well playing with the #thaali$ "efore food is served is a regularindulge in& e also aim to connote this dong sound of thethaali$ with Ththus reiterating and reminding them to wash their hands&


6/12

Cultural .nsight "ehind the #germ of the idea$

Forthe villagers in this community, sounds( symbols (rituals hold aplace in their way o lie$ they associate speci)c meanings with elements&

For them Cock-a-doodle-dooof rooster connotes morning time, the tstands for auspicious timing, the %mat!a$ for them connotes potable for them is holy such associations are passed on to them traditionally&

3rgo, they have "een conditioned to use #associationistthinking in th

life& This important fact if incorporated in a campaign can "e used to pepsyche and a4ect a "ehavioral change&

5ur campaign intends to use the #-ong$ of the school "ell as a reminder and toothem to associate it with 'and washing&

Children would "e employed as change agents for driving "ehavior change sinc

their children and pay heed to what the new ideas children "ring&


7/12

The #germ of anidea$


8/12

)ringing it alive in mycommunity

3lementsof the live campaign:

ettol dong and dong games in school : -uring 6chool recesses, we

for a prolonged period of days, where our -ettol Men in a fun and playful children relate the #-ong$ sound of "ell with washing hands& 6haring free ssoaps&

e design multiple games to daily reinforce this idea&

#he ettol %tara*oo' +weighing scale,: a lifesi7e tara7oo with one pan

single dettol and the other pan having hundreds of medicines with the detoutweighing the medicine pan& .t would "e a stark visual sym"ol depictingusage can prevent many diseases and is much "etter than having hundremedicines& This installations will "e kept at touchpoint like the school, crooutside local clinic& e would attract attention to this using the dettol done would do 8ukkad 8atak around this theme& 9iving free sample of soap


9/12

)ringing it alive in mycommunity

#he magical prescription: we will arrange a free medical camp for childvillage& after giving general advice and goodies the dettol doctor would gi

magical prescription which would promise to keep them healthy for ever& Tprescription would "e a "lank page on a dettol letter pad& This will conveythey have a doctor availa"le in their home itself the dettol soap, who will tthem and they don$t need any other medicine& e will also convey this idstory 8ukkad natak; with the dettol dong as its main element& 9iving fresoap&

Maha havishyavani:


10/12

Convince us on how it will change the"ehaviour

Convincewhy this would work:

Conditioning the Children to orm a habit: The -ettol ##-ong$ would "metaphor for a loud reminder for washing their hands "efore eating& .t is afact that any activity repeated over a period of 21 days "ecomes a ha"it& using the -589, something which they have "een accustomed to relate tyears to convey our message which itself is related to food ha"its&

"eer to "eer impact on children: Children are inuenced "y their peere/tent& Dromoting a group activity among the children community would c

impact&Children acting as change agents to drive change behaviour in comChildren in the age group B to 1 community inuence most "ehaviour chpurchases& The often play "ack these messages to others and are inuentthe ha"its of the otherwise hard@headed adults&


11/12

Convince us on how it will change the"ehaviour

.ngaging the children and villagers: Esing conventional and familiar el

and giving them a completely new meaning to convey our message&


12/12

RB maverick MICA

Documents

Transcript of RB maverick MICA