UNICEF India unveils new ‘Zero2Hero’ campaign
Explores our ‘inner voice’ as ‘nudge’ for following COVID-19 appropriate behaviours
NEW DELHI, India, 15 February 2022: UNICEF today unveiled ‘Zero2Hero’, a multimedia campaign with a dual aim to sustain awareness regarding the importance of adhering to COVID-19 appropriate behaviour (CAB) and motivate every eligible person to get fully vaccinated. The five short public service advertisements (PSA) emphasize the social cost of not practising Covid Appropriate Behaviour and vaccination.
UNICEF India Representative a.i., Gillian Mellsop, said, “Regardless of the COVID-19 waves, adherence to COVID-19 appropriate behaviours is required by each one of us. However, we do know that there is laxity in following these behaviours. The Zero2Hero campaign was conceptualized and rigorously pretested on a strong cultural call of "Antar Atma ki Awaz", a strong inner voice that has a profound impact on an individual’s decision making and the ability to choose the correct behaviour. The Hero and Zero are within every individual, and it is up to each one to make the right decision and encourage others to do so.”
The core of the new 360-degree multi-media campaign is its ‘nudge’ factor arising from psycho-behavioural research into laxity towards adherence in CAB and the rise in vaccine hesitancy. The objective is to establish Hero and Zero as universal synonyms for responsible and irresponsible behaviour.
The five films in 11 languages will be released across social and broadcast media, and in partnership with government, private sector and NGOs, reach communities in rural and urban India
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