The Call to Action Newsroom
In 2015, more than 830 women and 16,000 children under the age of five died every day, mostly of preventable causes. And yet, that same year, this was a story fast receding into recesses of public health news. With limited time and resource, we transformed a closed-door strategy session into an opportunity to bring a call to action to more than a billion people.
Planning & Execution
Through The Call to Action Newsroom, leading up to, at and following the summit, we had a team of health, digital and media experts, as well as designers, writers and video producers on call to assimilate information and intelligence from various sources and discussions, segregate information by priority and impact and prepare sharable assets to aid in storytelling.
This was supported by consistent engagement of national, regional, local and international media pre, during and post summit based on detailed media plans for each partner and spokesperson prepared before the summit as well as an owned and earned social strategy to raise awareness of the summit and encourage active discussion throughout the summit.
The creation of assets including but not limited to:
- A carefully-crafted letter to the Prime Minister to not just attend the summit but to personally share his insights and the urgency of the issue via his monthly All India Radio (public broadcast channel) ‘Mann Ki Baat’ (Speaking from the Heart) address to the nation
- News releases sharing live insights from the summit
- Op-Eds with guests and spokespeople
- Blog posts
- Infographics
- Live Facebook and Twitter content
- Short video updates and b-roll for broadcast
Effectiveness / Results
- More than 814 print, online and broadcast outlets, in India and around the world, reported the story in real time on the front pages, Op-Eds pages, and editorial and financial pages
- Two live broadcasts on All India Radio, taking the story to an estimated audience of more than 1.1 billion
- Beating out Bollywood and other top news of the day, this public health topic trended nationally, three times, during the two-day summit
- The story was shared by Prime Minister Narendra Modi, All India Radio News, the Press Information Bureau and the Ministry of Information and Broadcasting, reaching more than 20 million followers on Twitter
- More than 25,000 liked a summit-specific page on Facebook to get live updates as they were shared
- With only 30 days to plan and execute and with a shoestring budget, we achieved an ad value of more than $1.232 million, an ROI of more than 2,680%