The Immunity Charm Project: Making Immunisation into a tradition
One of the most Awarded Campaign of 2017 and 2018
India's First D&AD BLACK PENCIL
Cannes Lions: Grand Prix for Good. 4 Gold, 6 Silver, 2 Bronze
Adfest: Grand Lotus and Lotus Roots
CLIO: 3 Grand Clio at CLIO Health, Grand Clio Product Design
London International Awards, LIA: 2 Grand LIA, 9 Gold, 1 Silver, 1 Bronze
Spikes Asia: Grand Prix for Good
Dubai Lynx: 4 Gold, 2 Silver, 4 Bronze
Global Awards: Best of Show and Grand Global
Remote areas, illiteracy, and traditional biases against vaccines, mean Afghanistan has a vaccination completion rate of just 50%. Doctors face a lack of immunization
history as parents do not maintain vaccination cards.
To counter these traditional biases, we turned to another Afghan tradition. A bracelet, tied on infants to ward off evil forces, now also protects them from disease.
The immunity charm comprises of coloured beads, with each bead being code for a specific vaccine. On every vaccine, doctors add the corresponding bead to the bracelet.
Designing the Immunity Charm came with a lot of challenges which also made it a fun exercise. While the device looks simple it required over six months of extensive research and finding partners who could actually produce the different parts of the charm.
It was for infants which meant:
- The thread of the charm had to be strong enough for a child to wear it for years
- It had to be strong to withstand harsh temperatures and water
- The material of the thread should work of all skin types and not cause allergies
Infants have an habit to putting everything in their mouth.
- So the beads had to be very strong.
Something that can't be chewed or broken with their teeth.
- Strong but small, so all 14 beads can be added to one charm.
If the beads are small the clasp had to be smaller.
India, China and Japan were not able to produce such a small and strong clasp.
Eventually the clasp was designed and made in Taiwan.
The Team
Chief Creative Officer - Prasoon Joshi
Copywriter and National Creative Director - Prateek Bhardwaj
Art Director, Designer and Creative Director - Soumya Shiva Nagabhushan
Creative Team Leader -Vaibhava Bhatnagar
Creative Team - Urvashi Das
Marketing Director - Harshit Jain
Medical Advisor - Dan Carucci
Account Director - Kamya Elawadhi
