App based centralized Platelet Donation system which automated entire process of creating awareness, facilitating collection and supporting Dengue patients

1. HOW HIT SAVED 5 LIVES
CLIENT: GODREJ CONSUMER PRODUCTS LIMITED| BRAND: HIT|
CATEGORY: BEST INTEGRATED CAMPAIGN: CONSUMER PRODUCTS - OTHERS

2. THE MARKETING OBJECTIVE
Godrej Hit as a brand, stands as a solution to prevent dengue & other mosquito borne diseases by
eliminating the root cause. However, the danger of infection from mosquitoes is ubiquitous and
thus we not only wanted to stand for prevention of the disease but also be a support during the
process of recovery from infection.
An alarming decline in the blood’s platelet count is often the single-most life-threatening condition
for a dengue patient. In our research amongst students & young professionals we found out that
unlike blood donation, there was very little awareness on platelet donation and the eligibility to
become a donor.
‘Platelet donation camp’ was our initiative to increase awareness about fact, and help critical
patients receive platelets from an expanded pool of donors. This initiative entailed first spreading
awareness on various facets of dengue, platelets, donation etc and then recruiting a community of
donors across dengue red zones in India.
SAVING LIVES WAS PRIORITY FOR US.

3. THE TARGET AUDIENCE
Godrej Hit conducted a study with Apollo hospital which indicated almost 80% of citizens were
unaware of the fact that platelets cannot be stored beyond 5 days.
Platelets have a shelf life as low as 5 days and a dengue patient with alarmingly low levels of
platelet count needs a transfusion every day till the body starts recovering which can be up to 7
days.
The need therefore was to recruit young healthy donors who could be alerted once there was a
need arising around their areas. Thus, we reached out to 18-30, male & female students or
professionals who perfected suited the bill. Also, this cohort being highly active on social media &
other online channels helped us to segregate them geo wise and target them with relevant
communication.

4. THE SITUATION ANALYSIS
One of the major reasons of fatality due to dengue is the drop in platelet
levels causing internal haemorrhaging. In situations like these, timely
platelet transfusion is the only way to save lives. However, unlike blood,
platelets can be stored for only 5 days. While blood donation is
widespread, platelet donation has very little awareness.
However, people usually refrain from coming forward to contribute /
participate in social causes assuming someone else will do it. Medical
emergencies in family and friends trigger realization leading to
participation in social causes or any donation camps.

5. THE INTEGRATED MEDIA
SOLUTION
PEOPLE USUALLY REFRAIN FROM COMING FORWARD TO
CONTRIBUTE / PARTICIPATE IN SOCIAL CAUSES ASSUMING
SOMEONE ELSE WILL DO IT.
MEDICAL EMERGENCIES IN FAMILY AND FRIENDS TRIGGER
REALIZATION LEADING TO PARTICIPATION IN SOCIAL
CAUSES OR ANY DONATION CAMPS.

6. INTEGRATED MEDIA
SOLUTION
Having identified our TG, our communication strategy was three tiered. First was building
awareness amongst the TG, recruitment of donors & activation.
For the uninitiated we had to build communication that increased the awareness on dengue as a
disease, it’s treatment & the role of platelets. Users were also to be educated on platelet donation,
it’s importance & the need of active donors. We created a bank of education videos, infographics,
testimonials & bite sized content for this purpose.
Building awareness amongst the tg
1
Recruitment of donors
2
Activation
3
Having identified our TG, our communication strategy was three tiered.

7. The engaged users needed to be recruited and educated on the best
practices of platelet donation and answer their apprehensions, if any.
We had to add a validation process to recruitment so that the
community was built on serious & healthy donors only. This had to be
an offline process.
In the backend, we had to create a database of users with their cookie
profiles so as to activate targeted call to donate whenever there arose a
need in a specific location convenient for the donor.
Thus completing the cycle !

8. THE WIDTH AND DEPTH OF
ITS EXECUTION
In its first year of ideation, the focus was always on awareness of tg towards the danger of dengue
& the virtues of platelet donation. We wanted this not be seen as a half-hearted effort and thus we
took it upon ourselves to complete the entire cycle by building, maintaining and activating a
platelet donor community as a responsibility towards the society and thus affirming our stance as
the brand fighting against mosquito borne diseases.
With new technology we were now able to identify dengue outbreaks in specific location. This
combined with our acquired capability of maintaining and activating database of donors, we were
now able to sharp cast our efforts.
In its first year of ideation, the focus was always on awareness of tg towards the danger of dengue
& the virtues of platelet donation.
We wanted this not be seen as a half-hearted effort and thus we took it upon ourselves to
complete the entire cycle by building, maintaining and activating a platelet donor community as a
responsibility towards the society and thus affirming our stance as the brand fighting against
mosquito borne diseases.

9. THE RESULT
This was the metric that mattered most! Built a first of its kind
100 K+ PDC in areas that required platelet transfusion the
most.
5 MN + people reached across all TG
5 lives saved - directly attributed to the campaign.