PROCESS

Idea:

Our payoff line and the hashtag was: #SafeCelebrations; “উৎসব হোক নিরাপদ, আনন্দ হোক সর্বজনীন।”.

Savlon has been positioned as a brand for families. To keep the communication strategy consistent, we profiled 7 members of a family and crafted messages for every individual to reach relevant audience groups. It was a placard based photoshoot where each individual shared a message according to their profiles: a father, a mother, siblings, a family, a doctor and a young couple.

Campaign messages were:

1. উৎসব হোক নিরাপদ, আনন্দ হোক সর্বজনীন।
2. এই নববর্ষের প্রতিটি মুহূর্ত হয়ে উঠুক উৎসবমুখর।
3. এই নববর্ষে আমার পরিবারকে সুরক্ষিত রাখার দায়িত্ব আমারই।
4. আসুন নববর্ষ উদযাপন করি সচেতনতার সাথে।
5. আপনার পরিবারের সুরক্ষা আপনার হাতে, এই নববর্ষে সুরক্ষিত থাকুন স্যাভলনের সাথে।

Our messages were aimed at helping our audience realize that they are responsible for their own health and safety – and for their loved ones.

Execution:

Facebook is the largest & fastest growing social network in Bangladesh. Every 13 minutes, at least one new user joins the network. Thus, we used Facebook as the platform to get our message across. We created a series of 5 contents under the theme “Safe Celebrations” to distribute through Facebook. The contents touched upon health safety and anti-harassment very subtly. The campaign was promoted through Savlon Bangladesh’s Facebook page targeting the age group between 18-35 years who were interested in subjects like family, health, celebration, safety, etc. The messages were simple and written in Bangla.