BAS3
THE ASIA FOUNDATION
BAS3
Campaign to Strengthen Community Resilience In COVID-19 - Delhi, Uttar Pradesh and Bihar
Client: The Asia Foundation
Scope of Work: Gap Analysis, Communication Strategy, Branding, Campaign Collaterals &
Video Assets
PROJECT CONTEXT
Given the initial knowledge deficit in relation to the pandemic during the preliminary phase, we conducted a gap analysis, in partnership with CBOs across 5 districts each in Bihar, UP and Delhi. The assessment concluded with the following insights -
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Lack of one unified message
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Absence of women-focussed communication
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Rampant misinformation
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Audiences trust experts
THE SOLUTION
Through our solution we provided audiences with an easily accessible, unified message with a high recall value. We also included
a gendered perspective to our communications. This gave way
to Bas3.
Based on our communication strategy, an exhaustive set of creatives were designed for an on-ground campaign and an online campaign.
Clear dissemination plans were created for both channels, based on the target groups and campaign touchpoints. Capacity of CBOs was built in digital campaigning to ensure their participation in the campaign. And all this while simultaneously ensuring women remain at the centre of the campaign.
ASSETS DEVELOPED TO ENGAGE AUDIENCES ON-GROUND
DESIGN FOR IEC MATERIALS - WALL WRITING
PAMPHLETS CREATED FOR DISTRIBUTION AMONG KEY STAKEHOLDER GROUPS
STICKERS FOR ON-GROUND USE
SOCIAL MEDIA COLLATERAL
FILMS DEVELOPED USING RESEARCH INSIGHTS, SPEAKING DIRECTLY TO AUDIENCES
OUR IMPACT
CAMPAIGN REACH
The campaign continues to create impact on the ground and has been successful in reaching over
67,000 people in 15 districts of Bihar, U.P and Delhi
