Covid 19 Awareness Advertisements: Break The Chain

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Yogesh T
Covid 19 Awareness Advertisements
Introduction:
Covid-19 is an abbreviation for Novel Corona virus disease which started to spread in a year
2019, First positive case of Corona virus is found in Wuhan province of China and from their
it started spread to rest of the world. Unlike previous Contagious viruses like SARS and
MARS where the mutation rate is low and slow, here Covid-19 used to mutate fast which
makes the process of producing the vaccine dubious. In order to contain the spread of Corona
virus disease the only visible solution present in front of the government is lockdown and
practising social distancing in public placesi.
The first country to implement lockdown in the corona virus hotspot was the country where
the Corona virus was first found China and processes like practicing social distancing,
wearing mask, hand gloves, washing hands frequently brought good result in that nation and
they were successful in contain the contagious disease. Some of the common symptoms
include soar throat, running nose, breathing inability, high body temperatureii.
To create awareness regarding the Corona virus and to spread the word of social distancing,
many governments, NGO’s, Individuals across the world came up with lot of ideas and in this
report, we are going to some of the famous awareness campaigns.
TV Advertisement Campaign:
As the pandemic develops, the first solution present before us to create awareness to large
audience is TV commercials, where the government used to create advertisement through
their Public relation and Health department combined, where the famous actor/actress was
featured and tells us about the corona virus. Apart from this many serial also voluntarily
included a scene in their serial regarding the corona virus, their spread and the kind of
preventive measures we should do. In the timeline date from February 2nd to March 10, social
ads on TV grew 37 percent, while commercial ads grew just 3 percent. Though there is a rise
this rise was not consistent and social ads on TV saw Ups and downsiii.
Break the Chain:
The first positive case of corona virus was found in Kerala and after that the government
acted fast contain the spread successfully and they now become one of the least contagious
state, when the first positive case was found, Kerala government came with an campaign
called Break the chain.
215118078
Yogesh T
The campaign aims to educate people about the importance of public and personal hygiene.
Under this campaign, the Pinarayi Vijayan-led government has installed water taps at public
spots such as at the entry and exit gates of the railway stations with hand wash bottles. It is
also urging people to use hand sanitizers when they are outdoors. Sanitisers have also been
made available in all officesiv.
Caller Tune Awareness:
Initially government came up with a plan of playing 30 sec audio clips before the mobile
phone starts to ring while we call someone. This audio clip used to start by person cough for
twice and then the message regarding the corona virus will be played beneath it, it was quite
annoying because whenever we calls we should hear that clip and after that only connection
to the call will start, the size of the audio clip. If we don’t want to hear that we can even
unsubscribe from that audio clip message but that was not known to large audiencve.
After some point of time TRAI (Telecom regulatory authority of India) asked the telecom
operators to replace the tring-tring sound in the caller tune with the Corona virus awareness
message and now the caller needs to hear that audio message twice before each callvi.
Corona Virus Ad shoot by Akshay Kumar and Balki:
Bollywood actor Akshay Kumar and famous filmmaker R balki shot an ad to create a
awareness about post lockdown responsibilities, once the lockdown was first announced in
Indiavii.
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Yogesh T
PM’s Awareness campaign:

Lockdown was implemented gradually in India and health workers are the one who puts lot
of efforts during this crisis and in order to show gratitude of thanks towards them and their
work Prime minister of Narendra Modi asked all the citizens of India to Clap hands for the
health workers at particular time by maintaining social distanceviii.
After a month of severe lockdown, where the people used to sit in side the four walls of their
home and lot of them might depressed inside because of post covid-19 situation, their
financial condition, family situation, In order to let the citizen the enjoy the taste of pleasure
for sometime PM asked the citizen to light lamp at their terrace. These acts created some
pleasure in the minds of the people for some time, though the act happened in little time the
memory created by those acts can cherishedix.
This kind of activity happened on most of the countries where the people assembled in
terrace of their house and they sing a song, a celebrity used to dance. In brazil policemen
danced for a video in the centre place of a particular apartment, In France people whistled,
clapped, created noise to show their gratitude to the health workers.
MEME:
Memes became an integral part of digital world and marketing, many individuals and
government using meme to market their product and create awareness during this crisis time.
The above image was a meme created by Mumbai police, when it comes to humorous and creative
content Mumbai police always used to come up with exceptional and extraordinary work, the above
image depicts the ludo game where message conveyed in the image was to stay home to stay safex.
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Yogesh T
Apart from the meme by this kind of government organizations there are lot of meme creators who
tends to create a meme regarding awareness, mocking corona virusxi. Meme creators have
been playing a constructive role during the lockdown by spreading awareness among the
residents to stay home to avoid covid-19. Besides awareness, funny mistakes while working
from home and dubious claims mocking the decline in pollution level during the lockdown
are doing the rounds in the social media to keep the people relaxedxii.
Reference:
i
https://www.who.int/health-topics/coronavirus
ii
https://www.medicalnewstoday.com/articles/256521
iii
https://brandequity.economictimes.indiatimes.com/news/advertising/coronavirus-outbreak-
awareness-advertisements-flood-tv-screens/74665815
iv
https://www.ndtv.com/kerala-news/kerala-launches-break-the-chain-campaign-to-combat-
coronavirus-2196103
v
https://brandequity.economictimes.indiatimes.com/news/advertising/brands-tweak-ad-strategy-
to-accommodate-coronavirus-awareness-communication/75419561
vi
https://www.thehindu.com/news/national/covid-19-telcos-using-caller-tune-to-spread-
awareness/article31021831.ece
vii
https://indianexpress.com/article/entertainment/bollywood/akshay-kumar-r-balki-shoot-
coronavirus-awareness-ad-at-mumbai-studio-6426880/
viii
https://www.hindustantimes.com/it-s-viral/janta-curfew-clapping-initiative-will-not-kill-coronavirus-it-s-for-
expressing-gratitude/story-qMVdyqxQ6TatJ9B9AvCBRO.html
ix
https://timesofindia.indiatimes.com/india/9pm9minute-when-india-lit-up-during-coronavirus-
lockdown/articleshow/74996968.cms
x
https://www.news18.com/news/buzz/stay-home-to-win-mumbai-police-use-ludo-meme-to-spread-
awareness-about-coronavirus-2604895.html
xi
https://timesofindia.indiatimes.com/city/trichy/spreading-smiles-awareness-memes-keep-
residents-cool/articleshow/75113479.cms
xii
https://www.adsoftheworld.com/collection/covid19_ads

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215118078

Covid 19 Awareness Advertisements

Break the Chain:

Caller Tune Awareness:

Corona Virus Ad shoot by Akshay Kumar and Balki:

PM’s Awareness campaign:

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