The film opens on ECG lines flashing on a screen. When the camera moves, a young girl is seen lying down in a bed with IV drip bottles connected to her arms. She tries to make an effort to get up but on seeing herself in that condition, she can't muster enough courage and falls back on the pillow (All this is shown happening on one palm). Just then, she sees a swing swinging to and fro. The camera moves to another hand with the swing which is seen closing up to the 1st hand. The girl makes another effort and is finally able to break free. Using the lines on the palms, she makes her way to the swing. As she swings freely, the message talks of providing free heart surgery in India, while the hands clasp each other signifying miracles happening when two hands join.
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.