Can you use Strategic Communication to get profit focused corporations to invest in healthcare facilities for their blue collar workforce?
Context
The WPI (WorkPlace Intervention) program introduced by the The National AIDS Control Organization (Ministry of Health and Family Welfare) intended to advocate to private sector companies with large work forces, to adopt the HIV prevention to care services for improved health of their blue collar workforce.
Challenge
To advocate to profit focussed, private sector companies to invest in health facilities (especially HIV services) for their blue collared workforces which otherwise may not be a priority for them.
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The Advocacy Kit - a film and a coffee table book
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300 officers trained on use of the kit across 5 states
100 MOUs between corporations and state govts (HIV department) to adopt the WorkPlace Intervention
Outputs
Impact
Message
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Insights were used in developing the pitch and narrative to the corporates
Insight
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Role modelling, storytelling and testimonials as key strategies for advocacy
Method
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Communication tools showcasing testimonies of top 10 corporates who have prioritised employee health
Media
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A 'training of trainers' of state officers across the nation, on the use of the advocacy kit
Dissemination
Every business owner is there to make profit, even though they are governed by social responsibility and good governance. The key to advocacy is to appeal to the audience from their place and not ours. Since their place is profit, we used this insight to develop the advocacy strategy. To perform better and hit year on year profit numbers, they needed a healthy workforce. We positioned our intervention as providing them with a healthy workforce, thereby linking it to better business and profits. We also focused on another motivator for corporates - gaining goodwill among their contemporaries. The entire advocacy toolkit was developed with the underlying tone of 'gaining goodwill'
