The agency will design the upcoming campaign aimed at improving sanitation habits in rural Tamil Nadu.
Following an evaluation of creative agencies' credentials by United Nations Children's Fund (UNICEF), Draftfcb Ulka has been chosen to handle the campaign for UNICEF and Tamil Nadu Government's sanitation project.
The project is aimed at raising awareness against open-air defecation that is widely prevalent in the rural areas of Tamil Nadu. The state government on its part has been trying to curb the practice through various initiatives.
Draftfcb Ulka will be required to design a high volume campaign that rings well, particularly with the people in the rural parts of the state. The spends on the campaign are estimated to be in the range of Rs 5-10 crore.
UNICEF has, time and again, carried out various projects across the country partnering with the government. In 2010, it signed on JWT to work on three of its projects - HIV Youth campaign, Polio campaign and Sports for All campaign.
Last year, DDB Health & Lifestyle (part of the DDB Mudra team) worked on a UNICEF campaign based on the 'Right of Children to Free and Compulsory Education Act 2009', which officially became a fundamental right on April 1, 2010. The campaign was led by five television commercials, and was supported by radio and print.
The same team with Tribal DDB and Terra once again worked on a large-scale campaign last year to promote the concept of the Census in the country - another government project in association with UNICEF.