Zero2Hero Campaign: A People's Campaign to Fight COVID-19
People need to speak up and nudge non-practitioners through gentle, rational appeals into practising CAB behaviours. While many factors contribute to the "nudge", the Zero2Hero campaign relies on the social influence and peer role modelling of CAB behaviours that support breaking the virus transmission chain.
The campaign draws upon the culturally appropriate vehicle, "Antaratma ki Awaz" ("inner voice"), to show the process of individual decision making and the ability to choose the correct behaviour based on the social nudge. The Hero and Zero are within every individual, and it is up to each one to make the right choice. At home, at work, and in public places, the conscientious Antaratma ki Awaz" ("inner voice") pushes them to make the right decision.
The Z2H concept has undergone a rigorous two-stage communication pre-testing in seven states across demographic segments covering SEC A, B, C and R1/ R2. The states include Delhi, Punjab, Uttar Pradesh, Andhra Pradesh, Assam, West Bengal and Maharashtra. The test audiences saw splitting the Z2H character into triplets as the inner voice and helped in finetuning the appeals and messaging.
The 360-degree campaign departs from the regular public health campaigns to create an aspirational "Smart" campaign identity where Heroes are acknowledged and applauded for their role in reducing transmission of the virus and vaccination. The Hero is a role model for people around them, inspiring others through their actions or encouraging their network and communities with reason and guidance. The Hero nudges people through the stages of change through correct information, empathy and advice.
In the first phase of the campaign, five films in 11 languages are being released across UNICEF social media platforms in India. The languages included Assamese, Gujrati, Telugu, Malayalam, Tamil, Marathi, Bhojpuri, Odiya, Punjabi, Kannada and Bengali.
UNICEF will be working very closely with Central and State Governments, corporates, and industry leaders to support the role of the campaign across platforms and geographies.
The second phase of the Z2Hcampaign will be driven towards the community ownership phase. The objective is to establish Hero and Zero as universal synonyms for responsible and irresponsible behaviour.