Concern India Foundation: The Divine Voice

Concern India Foundation, a leading non-profit organization, recently launched a unique campaign via Ogilvy India, which reached areas of Bangalore with high vaccine hesitancy. With help from community leaders, they created a unique audio appeal called the Divine Voice. Even as India rushes to reach its goal of vaccinating 100 per cent of the eligible population, there are many who are still hesitant to take the jab. Several reasons ranging from fear, misinformation, and ignorance are to blame. The temples and mosques in India have speakers. These speakers usually broadcast prayers and holy messages. Concern India along with Ogilvy India, weaved vaccination messages into these prayers. These messages were then broadcast live through these speakers by the community leaders themselves. These passages from the Holy scriptures like The Bhagwad Gita and the Quran teach about overcoming fear, being a good human being and saving lives. Weaving the vaccination message into something so culturally relevant had a huge impact on people. It went beyond reason and appealed straight to their hearts.