In order to make people aware about the seriousness of dengue, Godrej Consumer Products (GCPL) launched a nationwide campaign ‘Subah Bolo Good Knight’ which is predominantly aimed at protecting kids from the epidemic of dengue in New Delhi today .
Informing about the campaign, Sunil Kataria, Business Head-India and SAARC, GCPL said, “Understanding that awareness around the dengue menace is the need of the day, we commissioned a survey to gauge its prevalence. The report has revealed startling facts, the most significant being the vulnerability of kids to get affected. Based on the findings we intend to launch ‘Subah Bolo Good Knight’, an awareness campaign that aims to reach out to 10 Million school-going kids across the country. We aspire to sensitise parents to adopt preventive measures against the spread of dengue”
The campaign will run through the TV, print and social media platforms. However, GPCL wants to run the campaign in the rural areas through the usage of mobile phones and Facebook. “As above-the-line activities are not much effective in the villages, the company is planning for below-the-line activities and also focusing on around 3,000,000 rural outlets through hoardings and billboards. In the rural areas, shopkeepers are playing effective role in convincing consumers. Thus, we are focusing on them to aware people about the disease,” Kataria added.
Taking cue from the current scenario and in order to seek a solution to this growing menace of dengue, GPCL and Nielsen conducted a survey across 16 cities, from metros to tier-1. This was to assess perceptions of dengue, its causes and how people in the country cope with the disease.
Based on that survey, the Good Knight Dengue Awareness Report, which was released today, reveals that 85 percent of the respondents know dengue is a life-threatening disease, but around 92 percent population is unaware that day mosquitoes cause dengue. What’s even more startling is that 80 percent population agrees that mosquitoes are visible during the day but only 8 percent use any repellent format during daytime.
The report conducted further states that 76 percent parents think that children are most vulnerable to dengue, while 70 percent of the opinion that their child was more prone to dengue in their classrooms but only 28 percent mothers believe that their child’s school uses mosquito repellents in the classes. Further, 87 percent mothers want the child’s school to take the responsibility of educating children about the risks of dengue.
Commenting on the report, Kataria said, “The Ministry of Health & Family Welfare’s National Vector Borne Disease Control Programme has recorded provisional figures of over 17,000 cases of dengue till August, 2015 and 34 deaths. Furthermore, our research reveals that children in schools are the most susceptible to the disease as the dengue mosquito attacks during the day time.”
“As a conscious corporate, it’s not only our duty but our responsibility to champion the cause of eradicating dengue. I would urge each and every Indian to collectively confront the spread of this disease by creating more awareness”, Kataria added.