Giving People A Stroke
Creative Strategist, Schbang
Stroke is a disease of immense public health importance, with economic and social consequences. In India, the incidence of stroke was approximately 1.5 people per 1,000 and ranked third for mortality due to stroke (2022). I created a campaign for World Stroke Day to raise awareness and educate people about the signs and symptoms of a stroke.
*Idea selected by creative leadership for exemplifying the agency’s top work at the agency’s first Creative Council
“It got a lot of positive reactions. They really liked the concept.”
“They liked it a lot. There was an echo of ‘oh nice!’ in the room.”
Background
Educate people and generate awareness on the importance of spotting the symptoms of a stroke for World Stroke Day.
Insight
The public often misinterprets the signs and symptoms of a stroke for non-life-threatening causes.
Idea
Create an awareness campaign on World Stroke Day where we let people experience the symptoms of a stroke through different touchpoints while educating them about the signs and steps to take when they identify an impending stroke.
This World Stroke Day, #StrikeTheStroke (#StrokeKoKaroStrike) and dial 1066 to get help from Apollo Hospitals’ dedicated 24×7 emergency response line.
1: Newspapers
Newspapers in India remain the most credible news providers. In India, over 400 million people read a newspaper every day, including The Times of India.
This touchpoint seemed like the best way to reach people and educate them about the first sign/symptom of an impending stroke:
Having trouble understanding.
2: Billboards
The next symptom of a stroke is quite common and critical:
Vision Loss.
But how do we mimic this symptom on out-of-home touchpoints?
Make billboards seem broken.
By partially shutting off the lights on billboards, vision loss can be portrayed seamlessly. The first half of the copy itself would be hazy, so it can achieve the same effect during the day.
This next symptom is an extension of having vision loss, but is also important to highlight:
Blurred or distorted vision.
By identifying a set of 3 consecutive billboards in the city of Mumbai, we could make passengers experience blurred and distorted vision.
3: Guerilla
Lack of coordination is a symptom that occurs suddenly and is a primary warning sign of a stroke.
The best way to get people to experience this symptom?
Pasting footprints in-and-around public spaces that start with normal leg coordination, but as people walk ahead, they see the coordination deteriorate.
3: Social
Thumbstoppers & Posts
On social platforms like YouTube, Facebook, and Instagram, people can be made to experience the symptoms of a stroke and be informed about the #1066 helpline by Apollo Hospitals.
