Health insurance company Max Bupa has launched the ‘Hope Contact’ campaign to make people come together and spread hope for the times to come through a very common mode of contact. The campaign urges users to spread the words of hope through an IVR service launched by Max Bupa, by giving a missed call on 78786 95050.
Users can record their message of hope or even listen to one. The campaign has also brought Give India organisation on board. With their association, the campaign was connected to the very noble thought of providing nutritional meals to young children fighting cancer. For every message shared, Max Bupa will sponsor a meal for a young child.
The campaign that has been executed by Isobar India was launched across Max Bupa's social media handles. 2020 gave new fears about human touch and human contact and hence people chose to stay connected in the form of texts, e-mails and video calls. ‘Hope everyone at home is safe and healthy’, ‘Hope this mail finds you well’, ‘Hope you are taking care of yourself”. Everyone learned a new language in 2020, a language of hope. While 2020 was a year of no human contact, the campaign focused on making 2021 a year of spreading hope.
The content around the campaign was around positive messages for the audience in the new year, talking about lifestyle changes, budgeting changes. Later, the campaign with the video was released along with the ‘hope template’ on the brand’s social stories where people were encouraged to share their messages of hope.
Even with all the challenges that 2020 brought along, people are positive about what is ahead and through this, the brand looks at creating affinity and helping them recover from the previous year.