Author is not an alien

Author is not an alien
I write because we had deleted enough

Wednesday, November 25, 2015

How the Bihar health sector adopted a strategic Social Brand campaign - Part 1

 I stopped by a small tea shop in Muzaffarpur and nearby is an Anganwadi centre       with   wall paintings of government  schemes for maternal and child health displaying the logo of “Swasthya Bihar, Samridhha Bihar.” Be it in the heart of bustling golambar  chowk of Patna, the rusty lanes of Motihari; a Primary health centre at the far end of  Raxaul or a small village curled up in a corner of Supaul, everywhere Health services,  health policies are seen with a ubiquitous tag line “Swasthya Bihar, Samridhha Bihar”  along with a colorful logo.

 It’s interesting to observe that the state of Bihar which was once considered under the “BIMARU” states and was creeping on the path of development especially the health  sector developed a  powerful social brand worth enough to be emulated by others.
 Here goes the story in the words of the communication team  of State RMNCH+A Unit, Bihar which was instrumental in  getting  the wheels of social branding started with the  support of State  Health Society, Bihar

 “With multiple push from the development partners the  health  service delivery was improving in Bihar. And we  could see the  thirst for high visibility for the improved    service delivery in the  GoB", said Dr Hemant Shah,Director,  SRU

 “We knew what the TSU (technical Support Unit) had to do. We    knew if we need to stay in the state and do our work to bring  change and strengthen the systems, we had to help the government  to give shape to their aspiration. We visualized it in the form of a  Social campaign brand.... and as we work in the field of health – I  thought, let that one social campaign brand be the ‘Health  Initiatives campaign’ in Bihar to start with.” Said Victor Kalyan  Ghoshe ( Senior Advisor, Communication, SRU), he continued,  “and we figured it was all about ‘a new Bihar- which was  developing’, But as mentioned the core of our idea was different –  we still believed through a hidden layer below the Brand promise   if we could shape demands of the communities of Bihar; we would  actually be able to create a dynamics to ‘drive the market’ and  maintain the ‘service delivery’ in a way that will help the future  prosperity of Bihar to sustain (lower Maternal Mortality Ratio  & Infant Mortality Rate, higher rate of Routine Immunization,  effective Family Planning etc.). In a word we wanted to create a  social dynamics through a strategic brand campaign – where  the service delivery is community demand driven.

 We went back to the GOB with a series of Brand campaign names.   The list had:
1.         Swasthya Bihar, Pragatishil Bihar
2.         Swasthya Bihar, Unnatishil Bihar
3.         Swasthya Bihar, Samriddh Bihar

 Slogans which almost had the same meaning – but there was only  one which phonetically had the right zing as it was coined with a  key word with two syllable phrase, viz-a-viz the others which had  four syllables. We knew the third campaign name option was  destined to be the winner.

 We were right – but we didn’t know that within a few days this    idea will be all over Bihar....making its mark on all the leading  news papers, on all the stationeries of concerned government  agency (State Health Society, Bihar), Radio and television. And within a couple of months-the state government would start using  the brand for departments other than the department of Health as  well.
 After a few rounds of Chai and Charcha, the name was finalised and the work for identity (Logo) development took over.

  The most twisted turn in story comes here
  As we worked on developing the brand we started believing this identity should create an added value for not only the GOB, but also for each and every decision making bureaucrat in the  government so that the instruments of the government own it and  eventually turn it into a sustainable campaign brand without any  external support.

 The road map with milestones that we had developed  initially for  this brand development journey, after reaching at the Ideation milestone we decided not to get into the Prototype development  and testing – we should let the State Health Society-IEC division do the job.Which was a milestone decision and which never had  happened in India with any development project (as we have seen -a logo design for a project or a program, is always the first thing  that development partners do for a development program as a  practice).

 SHSB IEC cell finally developed the Swasthya Bihar, Samriddh  Bihar identity with no help from the State RMNCH+A Unit or  from any of the development partners. They added a map of Bihar  along with the mentioned family of four – the end beneficiary – to  develop a face to the first strategic Social Brand campaign from  the GoB.


 This brand eventually became so strong within six months of its  first dissemination that the Govt revamped and reprinted all its  stationary including the SHSB letterheads, envelops and Cover files (which is the highest visibility document in the Indian  Bureaucracy

 The story does not end here, after this successful example of an  interactive social brand development in health sector, many sub- brands were developed following a larger strategy for the GOB and that part of the story too is very interesting….


 To be continued…

16 comments:

  1. Dear Dr Pooja, thanks for writing this nice piece which surely identifies the good work and documents it in its true spirit. Let me say that at the outset, we are overwhelmed by the response we have received; in some sense it is a humbling experience in terms of the kind of mass media advertisement carried this social campaign brand in the last one year. Once again I thank you for writing about Swasthya Bihar, Samriddh Bihar.

    ReplyDelete
  2. This is so great that I had to comment. I’m usually just a lurker, taking in knowledge and nodding my head in quiet approval at the good stuff…..this required written props. Theory rocks…thanks. Addiction treatment

    ReplyDelete
  3. I am thankful for this blog to gave me much knowledge regarding my area of work. I also want to make some addition on this platform which must be in knowledge of people who really in need. Thanks.
    เห็ด หลิน จื อ แดง สกัด

    ReplyDelete
  4. Aw, this was a very nice post. Taking the time and actual effort to produce a superb article… but what can I say… I procrastinate a whole lot and never manage to get anything done. Good Selfie Captions

    ReplyDelete
  5. Nice to be visiting your blog once more, it continues to be months for me. Nicely this post that i’ve been waited for so lengthy. I want this article to total my assignment in the university, and it has same topic together with your post. Thanks, terrific share. Best Dad Memes

    ReplyDelete
  6. As a 30-year old scientist living in the Bay Area of California, I place a great daily emphasis on having a great work-life balance. At times the work days can become a grind; the dreaded morning commute followed by long hours of giving presentations and meeting deadlines, to be wrapped up with traffic jams and detours just to get home. With the added demands of family, friends, and relationships, it is so easy to pick up dinner on the way home and toss the keys on the counter. optometrist calgary

    ReplyDelete
  7. Sometime it becomes very hard to find a well written and well established bog which give you correct and useful information. However, I found this blog and got some relevant information which are really helpful for me.
    Pueraria

    ReplyDelete
  8. Hey, It really is incredibly fantastic and informative website. Good to discover your site Very well article! I’m simply in love with it.การจัดการความเครียด

    ReplyDelete
  9. This blog is really helpful regarding all educational knowledge I earned. It covered a great area of subject which can assist a lot of needy people. Everything mentioned here is clear and very useful.เห็ดหลินจือแดงสกัด

    ReplyDelete
  10. Nature always helps a writer to learn from its elements. Nature always try to teach new lessons and a writer transform its experience into words. He can transform even silence into words. This blog taught me a lesson.
    โฆษณาอาหารเสริม

    ReplyDelete
  11. Actually, I am facing some difficulties to understand the meaning of the blog. If you have any short video film related to your blog, then I would request you to share here. It would be great help.
    ขอใบอนุญาตโฆษณาอาหาร

    ReplyDelete
  12. Nice post. I was checking constantly this blog and I am impressed! Extremely helpful information specially the last part I care for such info a lot. I was seeking this particular information for a very long time. Thank you and good luck.
    Round Bag

    ReplyDelete
  13. Mesmerized article written on this blog with other relevant information. It is straight to the point that how we can improve our skills as well as how we can be represented to a new stream of professionalism.
    pueraria mirifica powder

    ReplyDelete
  14. I welcome all the suggestion mentioned in this blog related to new learning skills. It is definitely going to help me to adopt new exited way of learning. I think, others will also feel helpful this blog for their needs.
    รักษาจอประสาทตาเสื่อม

    ReplyDelete
  15. Its astounding, seeking within the time and work you place into your weblog and detailed specifics you furnish. Ill bookmark your web site and pay a visit to it weekly for the new posts. Cute Friendship Day Cards

    ReplyDelete
  16. Sometime few educational blogs become very helpful while getting relevant and new information related to your targeted area. As I found this blog and appreciate the information delivered to my database.
    สรรพคุณเห็ดหลินจือ

    ReplyDelete