Rotary celebrates polio eradication with an animated 'miracle'

Rotary International has launched an ad film to mark the eradication of polio in SE Asia, as declared by the World Health Organisation on 27 March this year. The campaign has been conceptualised by JWT India.

JWT Kolkata bagged the mandate to handle the national campaign following a multi-agency pitch, informed an agency statement.

The animated film themed ‘Making Miracles Happen’ plays out on two different palms. A young boy is shown struggling to break free of the lines that bind his feet to the ground (the palm). He gives up after a hard struggle, when a football hits him on the head. The ball is on another hand, which moves up alongside the first one. The boy breaks free and uses the lines on the palms to make his way to the football. As he kicks the ball, the message of India becoming polio free appears on screen and is told through a voice over. The palms come together in salutation and the film ends saying, "When we join hands, miracles happen'. 

Raji Ramaswamy, senior VP, JWT Kolkata, said, “It is a great opportunity for JWT to design Rotary International’s pilot programme for India to showcase their unrelenting efforts over the years that has created history and helped eradicate polio from India. Our 360-degree campaign across TV, print and digital showcases the multiple initiatives of Rotary in India and encourages more people to join hands with them to make a difference.”

Senthil Kumar, national creative director, JWT India, added, “Logic says you can't change fate as it’s sealed in the fate lines on your palm even before you are born. But the magic of two hands coming together can change fate and make miracles happen. This was how JWT came up with the idea of bringing these fate lines to life as a new lease of life lines to change the fate of newborns.”

The agency has also created a microsite, www.joinhandswithrotary.org.

Credits

Creative agency: JWT India
NCD: Senthil Kumar
VP and senior creative director: Arjun Mukherjee
Senior creative director: Partha Chowdhury
Copywriter: Uttaran Chowdhury
Art director: Altaf Hossain
Illustrator: Shubrakanti Mondol
Account management: Sayam Bhadra VP & CSD Tapan Sen VP & CSD(Social)
Client services director, Digital: Surojit Sen
Director(film): Suresh Eriyat
Production house: Studio Eeksaurus