141 Worldwide appointed as the AOR to work on ‘Project Kavach’

Following a pitch, 141 Worldwide has been appointed as the agency that will work on ‘Project Kavach’, which is managed by TCI Foundation under the aegis of the Bill and Melinda Gates Foundation. ‘Project Kavach’ is targeted at truckers to promote general health awareness and, more specifically, at reducing the spread of sexually transmitted infections and HIV/AIDS.

Alok Aggarwal, executive vice-president, Bates Enterprise and 141 Worldwide, Delhi, says, “We are looking forward to working for this cause, particularly because it’s different from working with comfortable categories such as FMCGs, durables or lifestyle. Finding new avenues and strategies to bring about awareness will be our way forward.”

TCI Foundation, an arm of the Transport Corporation of India, zeroed in on 141 Worldwide for the agency’s efforts to create behaviour-changing communication. 141 will employ its ‘Behaviour Transformation’ tool to provide additional support to the communication and clinical support drive.

“The transportation industry and its dynamics throw up an interesting challenge for us,” remarks Nirmallya Roy Chowdhury, associate vice-president, 141 Worldwide. “Truckers as a community form the connectors of our country, and therefore, we are all geared up to work towards keeping this nerve-line healthy.”

Adding to that, Tarun Vij, project director, TCI Foundation, says, “Behaviour change communication, clinical management of sexually transmitted infections or STI counselling, condom promotion and community mobilisation are the key pillars of our strategy.”

© 2006 agencyfaqs!