MUMBAI, INDIA — As per the Indian Stroke Association, the stroke disease burden in India has increased nearly 100% in the past few decades*. Yet, the stroke goes undetected. The reason: people at risk are still unaware of the signs of stroke, such as slurred speech, and the fact that action should be taken within 4.5 hours. Unfortunately, most of them end up reaching the hospital late, often, leading to permanent disability.
To raise awareness of stroke signs and the benefits of timely access to emergency medical care, Gleneagles Global Hospitals and Continental Hospitals across India, a part of IHH Healthcare India network, has launched a new campaign on 29th October on the World Stroke Day titled #StopTheStroke. The thought-provoking campaign includes a minute-long digital film that highlights why one should recognise the indications of an upcoming stroke and seek medical care right away. The goal of the campaign is to disseminate information to ensure timely intervention.
Conceptualised and executed by Havas Life Sorento, the health and wellness communications company of Havas Group India, the digital film is crafted with an effective audio-visual experience, taking viewers by surprise. It manages to immediately grab the audience’s attention, create recall value, and thereby raise awareness about the signs and symptoms of a brain stroke. The film encourages viewers to act within 4.5 hours to avoid severe damage.
The sheer shock-value at the heart of the film is what makes the biggest difference as it compels viewers to sit up and take notice. Sharing his perspective, Dr. Ananth Rao, AVP Operations, IHH Healthcare India, said, “We are happy to collaborate with Havas Life Sorento for leaving no stone unturned in creating community awareness through their meaningful video on stroke prevention and cure. An incidence of stroke can put enormous stress on the patient and their caregivers. The disabilities are psychologically devastating. Moreover, the Covid-19 pandemic has disrupted routine care and preventive health protocols globally. As things return to normalcy, we urge all to get their preventive health checks done and identify risk factors for stroke. At our network of hospitals, Comprehensive Preventive Health programs and Stroke Management advice by expert Consultants and their teams are offered.”
Sachin Talwalkar, Executive Creative Director, Havas Life Sorento, throwing light on the purpose of driving such a hard-hitting idea, said, “To come up with a campaign on World Stroke Day was not an easy task. We wanted to create a campaign that brings attention to recognising the signs that lead to a brain stroke. We hit upon the idea of using the medium to deliver the message. The driving force behind the campaign is our vision to reduce stroke cases in India by creating an informed community that is well-aware of the signs and symptoms.”
With people increasingly falling prey to a life-threatening condition like stroke, communication that helps one take control of the situation is the need of the hour.
Sangeeta Barde, Managing Director – India, Havas Life Sorento, said, “Devising this campaign was truly a humbling experience for us as stroke is one of the most devastating and debilitating conditions. Many stroke survivors face significant challenges like physical disability, communication difficulties, changes in how they think, and loss of work, income, and social networks. Hence, bringing such an awareness was crucial to understand the value of timely access to emergency medical care.”
Apart from the film, other media arms of the campaign include posters and various digital collaterals, taking stroke management to the next level. This campaign by Gleneagles Global Hospitals and Continental Hospitals is ambitious about reducing the stroke rate in India.
