Social Marketing related to COVID-19

1. BREAK THE CHAIN CAMPAIGN
In a bid to contain the spread of coronavirus or COVID-19 virus across
the state, the Kerala government has launched a mass hand washing
campaign named ''break the chain''. The campaign aims to educate
people about the importance of public and personal hygiene.
PRODUCT
Break the chain campaign is to minimise the spread of the deadly virus with
early surveillance and people's support. To follow personal hygiene as a
healthy habit and wash our hands and face whenever we are in public contact.
By doing it, we will be able to break the chain of virus infection, while washing
hand with an alcoholic hand rub solution.
PRICE
The immediate target is to produce one lakh bottles in 10 days for the Kerala
Medical Services Corporation. Industries Minister EP Jayarajan said that
these will be made available to the public at a fraction of the price charged by
private companies.
Hand sanitisers available in the market cost anywhere between ₹150 to ₹200
for 100 ml, while KSDP will sell them for ₹125 for a 500 ml bottle. The first
load of 500 bottles were dispatched to Thiruvananthapuram and Kollam
districts on Friday. The state has also shown the way in addressing the
shortage of masks and hand sanitisers in the market. Kudumbashree, the
government’s poverty eradication and women’s empowerment programme,
prisons, universities, colleges, voluntary organisations, home makers and
even local tailors have pitched in to make cloth masks and hand sanitisers.
The Excise Department has decided to hand over its stock of spirit, seized
from smugglers, to the health department for manufacturing sanitisers.
PLACE
Under this campaign, the Pinarayi Vijayan-led government has installed water
taps at public spots such as at the entry and exit gates of the railway stations
with hand wash bottles. It is also urging people to use hand sanitizers when
they are outdoors. Sanitisers have also been made available in all offices.
Break the Chain’ campaign, offices, bus stops, markets, places of worship and
several other public spaces in the state now sport hand sanitiser booths and
kiosks for hand wash.

2. PROMOTION
As part of its ‘Break the Chain’ campaign launched on March 15, the
government had directed all offices to start providing hand-wash facilities for
staff as well as the public, who are encouraged to wash their hands before
entering the offices.
Installed a hand-washing kiosk at the collectorate gate. The government
asked officials and the public wash their hands before entering the building.
Hand sanitisers are also made available near the elevators.
In several rural areas, clubs and other organisations have got together to set
up hand-wash kiosks at bus stops, where passengers wash their hands before
boarding the bus.
At Chunkappara village in Pathanamthitta district, which has nine positive
cases, a ration shop owner, Kennady Thomas, has joined the campaign by
placing a kiosk outside his shop.
Digital marketing plays an important role in promotion of “Break The Chain”
campaign. Through social media the posters, memes, videos about the
importance of washing hand and breaking the chain from Wuhan are largely
circulating each second.
ADDITIONAL P’S
PUBLICS: The campaign is targeting all the people cross the state.
Partnership: The Break The Chain campaign is taken as a responsibility
by most of the companies producing sanitizers and hand wash. They are not
only promoting their product but also asking people to wash their hands with
any products that contain alcohol content in it . This shows their concern
towards the society instead of saying only to use their product.