TAPROOT DENTSU, Mumbai / FACEBOOK / 2022
The pandemic brought a looming uncertainty and gloom. The most crucial problem was the fear of lives lost.
As a measure to mitigate loss among the most susceptible, vaccination slots for the elderly were introduced first. However, many elderly in India hadn’t taken the vaccine.
There was lack of familiarity with digital platforms for booking slots. Distance from younger family members stuck in cities. Distance from vaccination centers not helping which was dependency among older Indians of public transport. Vaccine hesitancy and misinformation. Problems that increased in intensity in rural / semi-urban areas.
There was a need for intervention. In a situation where public servants seemed ineffective, people were each other’s best support. Such support was being extended by a few on Facebook.
To increase its relevance, Facebook an app with high awareness and usage, decided to connect people to drive significant value to their lives, the question was HOW.
An elderly woman prepares a feast, her help puzzled.
A month earlier, a young man – Rizwan takes up an important mission. Using Facebook, to help people get vaccinated. Especially the elderly with no family in proximity.
People reach out to Rizwan on Facebook seeking help. Calming nerves, facts and figures, a little cajoling, he has it all up his sleeve. Endearing himself to them.
Rizwan is tasked to help the elderly woman. She isn’t easy to win over, but Rizwan prevails.
Rizwan is always wearing a smile. However, when he’s alone, he’s pensive and little lost.
On the eve of Eid, the woman reads his Facebook post. Realizing that having lost his parents, he was doing everything he could to curb this fate.
On Eid, she reaches his home to celebrate, Rizwan is set to be alone, not dressed up, home not decorated. They share a raw, emotional exchange.
DROGA5, PART OF ACCENTURE INTERACTIVE, New York