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Can you use Design Thinking to build a social brand and increase uptake of HIV Testing Services?
Brief
Take an unknown government service and convert that into a brand that people will recognize, relate & utilize.
Challenge
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Fear and low recall caused by the original name 'Integrated Counseling& Testing Centre'
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Lack of openness due to the stigma associated with HIV/AIDS in India
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Standardizing the Brand and its communication across all centers
Solution
The old "Integrated Counseling & Testing Centres" were replaced with a new Brand Identity design incorporating Visual Design, Verbal Design & Communication Strategy under the umbrella of "Shakti Clinic" that had the following key attributes:
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Language Neutrality - Essential for the cultural melting pot that is Mumbai
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Power - Invoked a strong sense of positivity, security & trust
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Simplicity - Easy to understand & remember
We communicated these core values through design and essence with end-to-end consistency and effectiveness. This unique identity instantly became associated with a positive attitude/behavioral change towards HIV/AIDS counseling. We communicated this new identity through our numerous stakeholders and partners. Auto rickshaw stickers, railway hoardings, signage in more than 6000 societies, public toilets, OOH across Mumbai and also govt. hospital hoardings which gave us maximum reach. An integral part of the brand identity was the client experience which transcended the senses of sight, sound and even smell, making it the first of its kind in the public health sector. A never done before cashless radio barter deal negotiated by us was invaluable in spreading the message across the length and breadth of Mumbai. The launch of Shakti itself was strategically planned and leveraged Bollywood & Marathi superstars to maximize impact. The entire 'Shakti' brand creation & communication model is now a national level case study for best practices within the health/public welfare sector.
Impact
Shakti Clinics showed a 22% increase in Testing as part of a mid-line assessment carried out within a few months of the campaign.
Qualitatively, Clinic counsellors reported a significantly positive shift in the perceptions and behavior of walk-ins to the refreshed centres. They also reported much higher motivation levels among their own selves accounting to the higher visibility, messaging support & positive branding.
As a bonus, the total Shakti media ROI including Phase I and Phase II stood at Rs.53,41,605 (newspaper, radio & OOH only, excluding magazine online & electronic coverage)
