Rotary International - "Lifeline"

J. Walter Thompson Kolkata

J. Walter Thompson Kolkata Kolkata, India

Awards

10473

This ad is part of the ACT Responsible Collection

Brand: Rotary International
Country: India

Advertiser: Rotary International

Title	Lifeline
Agency	J. Walter Thompson Kolkata
Campaign	Rotary Miracles
Advertiser	Rotary International
Brand	Rotary International
Date of First Broadcast/Publication	2014 / 3
Business Sector	Disease Awareness, Support Groups & Associations
Story	A young boy is shown struggling to break free of the lines that bind his feet to the ground (the palm).The more he tries to escape, the more trapped he finds himself. Defeated, he sits down when a football hits him on the head. The ball is on another hand, which moves up alongside the first one. In his determination, he breaks open each rope that is tying him down. Slowly, the camera begins zooming out and we see the background is that of two human palms. The boy holds on to the lifeline (literally) and jumps onto the other hand. He begins kicking the football around. Mr. AmitabhBacchan’s VO then states that India is now polio free. “When we join hands, miracles happen
Philosophy	Conversations with polio patients and the poor or ailing revealed that most of them believed it was written in their fate. It's said that you can't change fate because it's sealed in the lines of our hands. But the fact that India was finally polio free or a kid with congenital heart disease got the gift of life was in a way fate changing itself. That's where the entire idea of using hands and fate lines as a design metaphor kicked in. So when two different hands came together, fate got changed and the biggest world problems were overcome.
Problem	Rotary in India was seen as an organization where people met for social and business purposes and that perception overshadowed its range of social developmental activities that touches every strata of society. The agency’s task was to create salience about the good work that Rotary was doing and stimulate people interested in its developmental initiatives, to express a desire to be involved with Rotary. The campaign had to bridge the gap between perception and reality, dispelling myths about Rotary. It had to create high interest in Rotary, change attitudes towards Rotary and generate interest to be a member.
Result	The campaign, apart from being aired on Television and being published in magazines, was also actively promoted on Facebook, Twitter, YouTube and the internet, each when clicked upon would take the users onto the microsite www.joinhandswithrotary.com. In less than a month's time, there were over 18,ooo likes on Facebook, with close to 4,000 people talking about it. Over 200 tweets and retweets on Twitter and over 86,000 views on YouTube. Also, the microsite had registered over 100 people from around the country who had pledged to become a member of Rotary, with a handful few pledging donation. And with the numbers going on increasing day after day, more miracles await to happen!
Media Type	Television
Length	87 seconds
More Information	www.joinhandswithrotary.org
Production Company	Eeksaurus
National Creative Director	Senthil Kumar
VP & Senior Creative Director	Arjun Mukherjee
Senior Creative Director	Partha Chowdhury
Copywriter	Uttaran Chowdhury
Art Director	Altaf Hossain
Illustrator	Shubrakanti Mondol
Creative Team	Ranjan Show
Creative Team	Anwesha Mukherjee
Senior Vice President	Raji Ramaswamy
Vice President & Client Servicing Director	Tapan Sen
Vice President & Client Servicing Director	Sayam Bhadra
Account Manager	Ritwik Roychowdhury
Director	Suresh Eriyat
Producer	Nilima Eriyat
Music	Rajat Dholakia
Sound Engineer	Arun Crastos
Associate Director	Kevin Varghese
Creative Director	Senthil Kumar
Music	Rajat Dholakia
Executive Producer	Mehernosh Dastoor
Creative Team	Arjun Mukherjee
Creative Team	Partha Chowdhury
Creative Team	Altaf Hossain
Creative Team	Uttaran Chaudhuri
Creative Team	Subhrakanti Mandal