McCann Health India rolled out a disruptive real client problem campaign to spread awareness about mental health conditions like depression, dementia or Alzheimer’s among Mumbai citizens for the launch HealthCare at Home (HCAH).
The campaign titled 'The Alzheimer’s Local’ made confusing announcements in the Mumbai Local Trains also referred to as the 'lifeline of Mumbai' to enlighten people about mental health conditions.
Dr Harshit Jain, senior vice president and country manager, McCann Health India said:“The Alzheimer’s Local is yet another example of the idea that McCann Health wants to showcase in healthcare communications. We took a real client problem and instead of a run-of-the-mill campaign, came up with an idea that’s innovative and resonates with both the client and the audience.”
Vivek Srivastava, co-founder and chief executive, HCAH said: “We are extremely happy about our entry into Mumbai. The Alzheimer’s Local is a disruptive campaign that is memorable, and consequential at the same time. With 8 million people taking the Mumbai local every single day, it will provide the optimum channel for our brand to make that all-important initial impact.”
Abhinav Tripathi was recently appointed as executive creative director at McCann Mumbai.
In collaboration with the UN’s World Mental Health Day on 10 October, The Drum, together with its partners, will invite the industry to help tackle areas of mental health by drawing up a campaign strategy to be launched on 16 November. To get involved, visit - http://doitday.thedrum.com/