In 2003, statistics revealed that the widespread and well-operated Polio campaign had overshadowed the relatively less established immunization program (EPI). This was the result of a general misconception that polio vaccination and EPI are the same each protecting infants from polio and the seven deadly diseases. In order to remove the prevailing confusion and underlining the significance of immunization program, the Ministry of Health approved the proposal of a unique branding idea for EPI. Channel 7 realized that removal of mass misconception will need an innovative approach, a fresh out of the box concept that would make its mark with the help of its uniqueness and individuality. With a strong belief in breaking the clutter Channel 7 presented ‘Teeku’ an effective approach to EPI branding. Teeku is not just a novel and different idea but logically strong and well knitted to giving a unique identity to EPI. The development of Teeku The philosophy behind Teeku’s creation & design was to gain the general public’s attention, especially that of parents of infants. The character of a friendly injection focuses on the importance of vaccination that is essential to protect children from seven deadly diseases. Teeku is an out-of-the-box concept, serving the task to establish a unique and exclusive image of EPI as a brand identity. Teeku is… The EPI brand ambassador A fascinating and friendly branding idea in the form of a cartoon character A strong concept, to differentiate EPI from Polio program Placing a positive and tender image of the injection, aiming to encourage parents to vaccinate their children and protect them against seven deadly diseases Can be used in electronic, print or any other innovative medium effectively The emphasis on 5 Short & Complete … the 2 characteristics that define a well formed message. Teeku’s Unique Selling Proposition was to deliver an essential part of the EPI Message, and where elements like age and number of diseases (seven) could be taken into the account, we focused on the number ‘5’- the number of visits in immunization program. There were a number of contributing factors for this choice:
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