Winning Healthcare PR Campaign 2023: PM #TBMuktBharatAbhiyaan
Public Relations can do so much in the space of healthcare PR, especially in a developing country like India. Picture this: a nation where tuberculosis (TB) no longer steals lives or livelihoods—a vision that isn’t just optimistic but is actionable. This was the scenario envisioned by the Bill & Melinda Gates Foundation when they decided to back the ambitious Pradhan Mantri TB Mukt Bharat Abhiyaan. The mission? To eradicate TB from India by 2025. In this pursuit, they partnered with Organic by MSL, a leading PR firm, to craft a campaign that not only informed but also inspired action. Here’s a deep dive into how public relations professionals played a pivotal role in transforming this vision into a vibrant reality.
The primary goal of the #TBMuktBharatAbhiyaan was straightforward yet profound: to elevate public awareness and mobilise community engagement to fight against tuberculosis. The Bill & Melinda Gates Foundation aimed to support the government’s efforts by amplifying outreach and fostering partnerships that could contribute resources and expertise towards TB control initiatives. Strategic plans had to be made by targeting the cities that ranked too low in the health belt and curating surveys and graphs for the Foundation for further study.
The strategy devised by Organic by MSL revolved around three main pillars: educate, engage, and empower. Knowing the target audience was key—ranging from policymakers and healthcare providers to the communities most affected by TB. The campaign was tailored to resonate with each segment, ensuring the message was both relatable and actionable.
The first step involved disseminating knowledge about TB, its impact, and the importance of early diagnosis and treatment. This was achieved through informational content, including infographics, articles, and videos that were distributed via social media, news outlets, and direct community outreach.
We got engagement through storytelling. Survivors shared their journeys, providing a human face to the statistics. These stories were not only shared online but also featured in local newspapers and on radio shows, ensuring they reached a wide and diverse audience.
Finally, the campaign gave individuals empowerment by providing clear, actionable steps they could take, whether it by taking test, spreading the word, or supporting someone with TB. One had to organise community drives and free screening camps to facilitate direct action.
(Also read: Top 5 Best PR Campaigns in India 2023- 2024- Fulcrum Gold Winners)
The execution of the #TBMuktBharatAbhiyaan was as dynamic as its strategy. Moreover, organised by Organic by MSL, it leveraged a multi-channel approach to maximise reach and impact:
A robust online presence was set-up, with a campaign website and active social media engagement. Furthermore, hashtags like #TBMuktBharatAbhiyaan gained traction, sparking conversations across platforms.
Press releases, authored articles, news features in multi-lingual newspapers and radio spots were to further strategically disseminate to maintain media buzz and ensure consistent public attention.
Although, workshops with healthcare professionals and public health talks were set-up; influential figures and celebrities endorsed the campaign.
Collaborations with local NGOs, government bodies, and other stakeholders were crucial. Furthermore, these partnerships helped in pooling resources and amplifying the campaign’s message.
The outcomes of the #TBMuktBharatAbhiyaan were inspiring. Within the first year, there was a noticeable increase in public engagements and discussions about TB. Preliminary data suggested an uptick in TB screenings and a better-informed public. This healthcare PR campaign also fostered a sense of community among those affected, with increased reports of social support and reduced stigma associated with the disease.
The #TBMuktBharatAbhiyaan is more than just a healthcare PR campaign; it’s a testament to the power of strategic public relations in driving social change. As PR professionals, the team at Organic by MSL showcased how thoughtful communication strategies could not only inform but also inspire and mobilise communities towards a common goal.
The fight against TB is ongoing, but with much efforts and strategic communication, the vision of a TB-free India 2025 is within reach.
(Read more: Empowering Patients: The Transformative Role of PR in Healthcare)
Do you also want to be a part of the change-makers? Do you see yourself out on the field, engaging with the public and researching about the causes? Giving it a plan to bring forth the changes? If your answer is “yes”, then you have come across the only institute in India that is set by the PR Professionals for the PR Aspirants. Here, the PR Professionals and Industry Leaders teach you. They are the brand custodians of the brands themselves. With the help of case studies and brand strategies, you will learn to foresee and locate ideas for your brands.
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