The Covid-19 pandemic, apart from the human toll, has also led to a loss of wealth and livelihood. Natural calamities such as the cyclone Amphan that ravaged West Bengal and parts of Odisha have come as a double whammy.
States are asking for funds to pick up the pieces. Some people are going for fundraising to help the needy. However, the response has not been encouraging as people are probably busy with their own financial concerns.
West Bengal CM Mamata Banerjee said she had never seen this level of devastation in her lifetime as she requested the Central government for help.
Committed to its ethos of showing that communication is a force for good, the IAA India Chapter created a campaign to focus attention on the need to contribute and help rehabilitate the affected people.
The not-for-profit campaign has been conceptualised by Havas Group India. The joint endeavour by Havas | IAA aims at creating impetus and need to contribute and help in the restoration of the states.
“Bengal and Odisha are reeling under the double whammy of Covid and the cyclone. Rana Barua immediately agreed to help and working through the weekend, Bobby Pawar created the creative magic,” said Ramesh Narayan, Area Director APAC, IAA.
This campaign posed a difficult challenge: communicating to people who are themselves affected by a crisis, to care about the plight of those who have been struck by another, said Bobby Pawar, Chairman, CCO of Havas Group India,
“The solution was to use the very same things we find hard about our current situation and depict how much worse it is for the millions affected by the cyclone and the pandemic. I am thankful to IAA for letting us be a part of it,” said Pawar.
A TVC in the making will soon be released, and the campaign will have its presence on print, TV and social media.
The campaign is targeted at large cities where the chances for donation are higher.
“The campaign is really heart-wrenching. It should stir the conscience of the nation,” Narayan said.
Rana Barua, CEO, Havas Group India, said, “As a member of IAA and a leader in the communication industry it is, it is on us to create work that moves the world, makes them realise and act by communicating the gravitas of such a situation.”