On the occasion of World TB Day, 24 March 2018, the health department of the Uttar Pradesh Government recently took initiative to raise social awareness about tuberculosis (TB) with the #UPvsTB campaign.
The VIDI Foundation, a digital intelligence think-tank also extended its support to make this campaign viral on social media and successfully made it one of India’s largest digital campaigns after Swachh Bharat.
TB is one of the deadliest diseases affecting nearly a quarter of the world’s population. India alone accounts for 25 per cent of the infected population.
G S Naveen Kumar, Special Secretary, Medical, Health and Family Welfare, Government of Uttar Pradesh, said, “Awareness is the key for eradicating TB. This campaign would help raise the much-needed awareness about TB and its treatment. I would thank all the celebrities, sportspersons, doctors, and others for showing unconditional support to the #UPvsTB campaign.”
The Government of India, with support from World Health Organisation (WHO) has pledged to completely eradicate TB by 2025. With the #UPvsTB campaign, the Government of UP aims to support the country in this mission. Planned around the WHO theme ‘Wanted: Leaders for a TB-free world, this campaign went viral on social media garnering 20 million impressions till date.
As part of the campaign, digital overlay/frames have been created on Facebook for people to change their profile picture to show their support towards this cause and thus, help in spreading awareness among their friends and family.
Thousands of people have already joined the campaign by changing their DP. Celebrities from different fields like Shabana Azmi, R. Madhavan, Pooja Bhatt, Ravi Kishan, Huma Qureshi, Kanika Kapoor, Kailash Kher, RP Singh, Ashwini Ponnapa, Anas Edathodika, Vartika Singh, Alankrita Sahai, Disha Pandey and Arthi Venkatesh have also endorsed this cause on social media to help create maximum awareness.
“We are hoping that in the coming days, many more celebrities and people will be joining the campaign on social media. For maximum impact, we’re also using WhatsApp platform extensively to promote the message. Our aim is for people to get tested in time and pursue a complete regimen of treatment. TB is curable with full treatment,” Kiran Hegde, President, VIDI Foundation added.
Gozoop, one of India’s leading integrated marketing agencies, has also extended its support to further boost the campaign digitally.
Speaking about the campaign, Ahmed Aftab Naqvi, CEO and Co-Founder, Gozoop, said, “As entrepreneurs in India, I believe we have a larger responsibility towards serving the nation which goes beyond just pure economics. #UPvsTB is one such opportunity to create positive change at large and we are looking forward to leverage our expertise on digital & beyond to achieve the same.”