Iodine Deficiency

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an overview of a rural IDD campaign

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Iodine Deficiency

  1. 1. More Clients ……. Who get more money ….. Ultimately more PROFITS Happy New Year
  2. 2. IODINE An essential element of life
  3. 3. IODINE ??? SALT ???
  4. 4. Current Scenario <ul><li>70 million people suffer from IDD, with 200 million more at risk </li></ul><ul><li>Out of 610 districts in the country 310 have been surveyed and 253 of them found to be endemic </li></ul><ul><li>26 million children born each year are exposed to IDD </li></ul><ul><li>Iodine consumption </li></ul><ul><li>Poor segment :36% </li></ul><ul><li>Medium class :50% </li></ul><ul><li>High SEC :70% </li></ul>*Source (ICCIDD) INTERNATIONAL COUNCIL FOR CONTROL OF IODINE DEFICIENCY DISORDER’S
  5. 5. Objectives <ul><li>To create awareness about IODINE and its advantages in rural India and ultimately increase the usage of iodized salt. </li></ul>
  6. 6. Why Rural ? *Source (NCAER : National Council of Applied Economic Research, India)
  7. 7. TATA - IODINE combo T & T First, national brand of packaged salt Leader with 47% share in branded salt BUT 18.2% overall Success of TATA Shakti
  8. 8. Target <ul><li>Age Group - 5 to 17 - 35% </li></ul><ul><li>Primary to metric (Schools) - 64% </li></ul><ul><li>Semi Pucca, Pucca House - R2, R3 - 77% </li></ul><ul><li>Middle and Lower Middle Class - 45% </li></ul><ul><li>Opinion Leaders - Panchayat, Medical centers, </li></ul>
  9. 9. The 4 Phase Plan
  10. 10. <ul><li>Identifying key areas </li></ul><ul><ul><li>Areas with more IDD cases </li></ul></ul><ul><ul><li>With more use of local salt </li></ul></ul><ul><ul><li>Suitable for the Set Up </li></ul></ul><ul><li>Favorable ‘Mela’ dates </li></ul><ul><li>Getting the Creative </li></ul><ul><li>Gathering Promoters (TATA, Government of India) </li></ul><ul><li>Permissions </li></ul><ul><li>Teachers who could help </li></ul><ul><li>Cooks for guidance </li></ul>
  11. 11. The 4 Phase Plan
  12. 12. Essentials <ul><li>Canopy </li></ul><ul><li>Danglers </li></ul><ul><li>Standees </li></ul><ul><li>Tents </li></ul><ul><li>Posters </li></ul><ul><li>Banners </li></ul><ul><li>Cantors </li></ul>
  13. 13. The 4 Phase Plan
  14. 14. From Awareness to Action The Edutainment Purchase
  15. 15. The 4 Phase Plan
  16. 16. Communication Edge <ul><li>Appropriate use of MEDIA </li></ul><ul><ul><li>Radio </li></ul></ul><ul><ul><li>TV </li></ul></ul><ul><ul><li>Newspaper </li></ul></ul><ul><li>Three Hit Theory </li></ul>
  17. 17. Estimate Time & Cost PHASE TIME ELEMENTS COST I 3-4 months Associates Transport Misc. II 16-20 days 4 cantors or vans Associates Banners, posters etc. 4 days /village III 1-1 ½ month 4 cantors or vans Gifts, Guides, Food 7 days /village IV Repeat from II & III three times Recording tapes, video camera Associates

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