In a multi-round, multi-agency pitch, FCB Ulka has been awarded the digital duties of Arogya Keralam, an initiative under the National Rural Health Mission (NRHM).
Commenting on the development, Nitin Karkare, CEO, FCB Ulka, says, "Kerala has peculiar issues in the healthcare sector. Though the state scores very high nationally in terms of critical health indicators, it faces problems quite unique to itself such as a high incidence of lifestyle-induced diseases, problems related to an ageing population, as well as the re-emergence of certain communicable diseases."
The mandate given to FCB Ulka is to reach and connect with the digital-savvy audience of the state and create awareness of such diseases and the various initiatives and activities undertaken by the NRHM Kerala. The agency will utilise the entire range of NRHM Kerala's social media properties, as well as other digital platforms to achieve its communications objectives.
In addition to this, it will also help manage real-time online interactions and queries from the public, which will be supported by an expert panel of doctors.