Taking Covid-19 vaccine to rural population
In line with my experience sharing, which was mostly related to travel and what I learn, today I am sharing a different experience which I had in my professional life in the last three months.
It's a different experience, but the one which I always wanted 'connecting with the last mile and helping others.' Before I share the experience I would like to thank Tamilnad Mercantile Bank (TMB( management for accepting my ideas and giving a free hand, besides money of course :), and Tamil Nadu Government, especially the Chief Minister's Office, Health Secretary and his Department, respective heads of District Health Departments, Block officers, TMB staffs, Police Department and Times Network to execute this project successfully.
Special thanks to the Adfactors PR management and my colleagues, who helped me in this project. Adfactors PR also did a case study of this project, you can view the same here.
Background:
After I joined Adfactors PR in April, one of the India's oldest private sector Banks TMB came on board. Some time in the month of August 2021, during one of the discussions, we have envisaged an multi-approach engagement programme as part of centenary celebrations of the Bank.
I sat with my team to discuss a few ideas and finally we short-listed 13, while the management liked all the ideas it was decided to execute 5 due to time.
This blog is about one particular project, which I lead directly and very close to my heart as it involved touching the lives of common people across Tamil Nadu, in line with the philosophy and people centric culture of TMB.
The project was named as 'AarogyaIndia' (Healthy India), a Covid-19 Awareness and Vaccination administration Drive. They were flagged off my Union Finance Minister Mrs Niramala Seetharaman and Tamil Nadu Chief Minister Mr M K Stalin respectively.
Objective:
To increase awareness towards vaccination against COVID19 among people in rural parts of Tamil Nadu and vaccinate people on their doorsteps so that they dont have to travel to near by PHCs in the process loosing the daily earnings.
Other objective is to strengthen TMB brand and take the brand to various stakeholders, including public, Government, investors especially.
To increase the brand visibility, my team issued four press announcements and got a
combined coverage of 310+ across Print + Online. Through these announcements we have reached across 17 cities across Tamil Nadu. Also, secured coverage in target cities of TMB - New Delhi, Maharashtra, Karnataka Andhra Pradesh, Gujarat, Rajasthan, and Kerala
Partnership with Times Network further helped to increase the visibility and works related to ground awareness.
The Network gave national coverage for the Bank's initiative across the Networking including Times of India, Economic Times, Times Now, ET Now, ET Bharat, digital platforms among others.
On ground activities
Special co-branded vans were designed with TMB logo, special screens. These vans travelled to various villages in Tamil Nadu to spread the awareness.
Vaccination Awareness Vans were specially branded & equipped with LEDs to spread awareness on importance of being vaccinated & help prevent the spread of COVID -19.
The features in the van include Special Screen to showcase educational videos on the importance of getting vaccinated. Educational Material/ Pamphlets were distributed in Tamil with relevant information regarding the COVID-19 vaccination programme.
It also helped to address Dispel Myths & Doubts – about the safety of the vaccines and encourage registration. To Stress Importance, experts and volunteers were sent to stressed upon the health importance of taking the vaccine.
Tamil Nadu government, was roped in a as a partner for the vaccination drive across villages in the State The planning and execution was done by Adfactors PR team along with TMB and Times Network post discussion with the bank and the Government.
Tamilnad Mercantile Bank vaccination vans along with health worked accompanied the awareness vans. Special campaigns were conducted. Healthcare workers went door-to-door to vaccinate people.
Result:
2 Vaccination awareness and 2 vaccination administration vans travelled around 4,7200 kms across Chennai and 120 + Villages in Madurai, Tirunelveli, Thoothukudi and reached thousands of people in less than a month. Over 5,000 people were vaccinated.
Conclusion:
While reading it may sound simple, but to execute such a sensitive project, considering it involves people health, Government and TMB reputations will be at stake if something goes wrong.
The project involves days of sleep less nights, stress, pressures among others. At any given point of time nearly 20-25 people from Bank, Government, Health Department, Police, Media and others need to be co-ordinated. It wouldn't have been possible without the help of TMB officer bearers and staffs, my Team and last but not least from Times Network team, especially Lakshmi.
A big thank you for all of you.
My enthusiasm further accelerated in this journey with a vision to support in creating a #AarogyaIndia will continue.
ends
Comments