UNICEF India unveils new ‘Zero2Hero’ campaign

Explores our ‘inner voice’ as ‘nudge’ for following COVID-19 appropriate behaviours

15 February 2022
Screen Grab Hero2Zero Campaign

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

Media contacts

Alka Gupta
Communication Specialist
Tel: +91-730 325 9183
Sonia Sarkar
Communication Officer (Media)
Tel: +91-981 01 70289


UNICEF promotes the rights and wellbeing of every child, in everything we do. Together with our partners, we work in 190 countries and territories to translate that commitment into practical action, focusing special effort on reaching the most vulnerable and excluded children, to the benefit of all children, everywhere.

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