Noon Assembly
Kwality Ltd.
Issue 49 | December 2018
Agency
McCann Health Mumbai
Creative Team
Executive Chairman and Regional ED, McCann Worldgroup Prasoon Joshi National Creative Director, McCann Erickson Prateek Bhardwaj Executive Creative Director, McCann Erickson Rohit Devgun Creative Director, McCann Health Alok Saini Creative Director, McCann Erickson Sushant Barua Associate Creative Director, McCann Health Nihar Ranjan Kanungo Senior Copywriter, McCann Health Palak Mehrotra Senior Visualiser, McCann Health Shiv Shanker Sharma
Date
May 2018
Background
Around 90% of Indian children are Vitamin D deficient. It puts them at risk of lifelong bone weakness, reduced immunity, and lifestyle disorders. Exposure to sunlight is the best way to increase the body’s Vitamin D levels and medical research suggests that exposure between 11am and 1pm produces significantly higher Vitamin D than at any other time of the day.
Idea
Kwality Dairy partnered with Food Safety and Standards Authority of India (FSSAI) to help children get more Vitamin D with a simple initiative.
Morning assembly is a ritual at schools across India. Every morning, students get together and pray together and school notices are put out.
The idea was to move assembly from first thing, before lessons began, to the midmorning recess. This meant students would get at least 20 minutes of sunlight at a time best-suited to their bodies to produce Vitamin D.
Without disrupting the school time-table, it became a zero-cost solution to a huge public health problem.
Results
Noon Assembly was launched on April 9th, 2018 at the National Bal Bhavan, New Delhi, an institution dedicated to enhancing the potential of children.
To date, 34,000+ parents and 52+ Schools have supported the initiative, giving 50,000+ school students the benefits of more direct sunlight.
Of the 750+ doctors who were given the HCP communication toolkit, almost all recommended the change.
The campaign got nationwide coverage with around $2million in earned media.
Our Thoughts
Here’s a brand doing good by raising awareness of a problem and then trying to do something about it. Of course, getting children to absorb more Vitamin D supports milk’s own benefits of providing Vitamins A, B6, B12, C, D, E and K but it suggests a broader concern for the welfare of kids that must influence parents. When you consider that media interest in the story was worth over $2 million, that’s a lot of eyeballs absorbing positive thoughts about Kwality at very little cost.