In the wake of a multi-agency pitch, JWT has won the creative duties for three projects of the United Nations Children's Fund (UNICEF) - HIV Youth campaign, Polio campaign and Sports for All campaign.
The other agencies in the fray were McCann Erickson, Draft FCB Ulka and Mudra. The pitch for the HIV Youth campaign was held on February 1; the Polio campaign pitch was held on March 3, 2010; while the agencies were invited for the Sports for All pitch on April 22.
For the Polio campaign, the agency has been told to develop communication aimed at changing behavior, to encourage the adoption of comprehensive practices for protection against polio. This includes taking regular dosage of the oral polio vaccine (OPV) and adopting four key care practices -- routine immunisation, breastfeeding, hygiene and sanitation and diarrhoea management.
This campaign will be targeted at multiple stakeholders -- caregivers or parents of children less than five years old, service providers, high-risk groups such as minority communities, migrants and infants less than one year old. The project will focus on polio endemic regions such as Uttar Pradesh and Bihar.
The third campaign, PYKAA Sports for All will focus on parents and children in SEC B, C, D, E, R1 and R2. The brief is to develop an anthem film, which will create an environment that recognises the value of sports, that is, overall development, in the lives of children and encourages them to play.
Talking about the new assignment, Saurabh Saksena, executive business director, JWT, says, "Work on these projects is on, and is likely to start getting into media soon. At this point, we cannot discuss further details, since the projects are under varying stages of the developmental process."