Mumbai: Even as India rushes to reach its goal of vaccinating 100 per cent of the eligible population, many are still hesitant to take the jab against Covid-19. Keeping this in mind, Concern India Foundation, a non-profit organisation has launched a social campaign in areas of Bangalore with high vaccine hesitancy. With the help of community leaders, the foundation has created a unique audio appeal called the Divine Voice.  

"The temples and mosques in India have speakers. These speakers usually broadcast prayers and holy messages. Concern India weaved vaccination messages into these prayers. These messages were then broadcast live through these speakers by the community leaders themselves," said the statement.

"Though vaccines were available, there was a poor turnout in the vaccination camps. Our discussion with Ogilvy led to launching the campaign," commented Concern India deputy director Pampa Chowdhury. "Initially we were apprehensive whether it would work. But with immense cooperation from all the stakeholders, the campaign worked. People showed up in numbers, creating a model that can be used as an awareness tool.” 

According to Chowdhury, “Earlier only about 30 or so people would turn up for vaccination. But after the campaign, more than 200 people were vaccinated per day, and more were in waiting.” 

Encouraged by the positive response to the campaign, Concern India Foundation is looking to expand its Bangalore model to more areas. "We will continue with the vaccination drives using this model…religious influences can be a catalyst of social change,” Chowdhury further said.

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