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IN THIS ISSUE
Bombay cinema
Many times bitten?
The easy life
August 6, 2024
Half-a-toy strategy

Good morning,


In Evolutionary Ideas, Sam Tatam, Global Principal of Behavioural Science at Ogilvy, shares a fascinating story of how the Indian government and UNICEF with JWT came up with a commitment strategy to ensure children got their full dose of vaccination. 


He writes: “In 2019 an estimated 5.2 million children under five years died mostly from preventable and treatable causes. One of the most cost-effective approaches to prevent this tragedy is vaccination.


In 2017, to help close the immunisation gap in India, UNICEF partnered with the Indian government to develop a creative solution that would help parents to follow through with their children’s vaccinations. “We created a unique range of toys so that they would keep people coming back,” says Sambit Mohanty, former national creative director at advertising agency JWT in India. But this is only half the story.


While citizens of western countries may quarrel over the dangers of vaccination, incomplete and incorrect immunisation remains a significant public health problem across the planet. Although India’s programme is now one of the world’s largest, in 2016 38% of children still failed to receive all basic vaccines in the first year of life.


Reported Mohanty, “Even if they do take their child for one shot, parents don’t understand that one shot isn’t enough and that the child needs to complete a full vaccination.” While it might feel beneficial to have one shot, as is now all too familiar from the Covid-19 pandemic, it’s far from job done.


They were facing a problem of half measures.


Cleverly mirroring the challenge of incomplete immunisation, the team from JWT created a novel series of gifts, including small wooden elephants, sparrows and rocking horses. The brilliance was that these were only given to children one half at a time.


They were gifts of half-measures.


“Half-toys were symbolic of incomplete immunisation,” says Mohanty. “The other half became an incentive to come to the camp again and complete the circle.” The team found this incentivisation model to be an effective commitment, particularly in a region where education, social economic status, literacy and religious bias were limiting complete immunisation. For a country as heterogeneous as it gets, explains Mohanty, “this was a solution that crossed borders.”


Have a great day!

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Bombay cinema

Girish Karnad, Shyam Benegal and Satyadev Dubey have their names etched in the history of Indian cinema as path-breakers. Their lives are intertwined. Just how much makes itself apparent in one of the essays published on ‘The World of Girish Karnad’. An edited version of a post appears on Scroll. 


“When Karnad arrived in Pune in January of 1974, to begin his term at the Institute, his first friend in the city was a postgraduate lecturer in psychiatry, a young man named Mohan Agashe.


Agashe would visit FTII three or four evenings a week, riding up on a Vespa he had borrowed from Karnad. “Best days of my life,” he told us.


“Arriving on a scooter that belonged to the director of FTII; watching Bresson, Kurosawa, whichever film he had chosen to screen; drinking his whisky, eating food cooked by his mother.”


“Unlike the others,” Mohan Agashe said, ‘“my friendship with Girish was never professional.”


It was a turbulent year for theatre in Pune, and Agashe was right in the middle of it. Vijay Tendulkar’s play Ghashiram Kotwal had set off a storm of controversy, offending some Maharashtrian Brahmins with its frank view of history, caste and the exploitation of women in the Peshwa regime. The producers were forced to cancel the shows.


When the actors (mostly medical graduates, like Agashe) pulled together to stage it on their own, Karnad offered them the auditorium at FTII. The shows sold out, which helped to catapult the play to its eventual legendary status – and to seal Agashe’s lifelong friendship with Karnad.


On campus, however, Karnad was looking at trouble. The face of that trouble belonged to a young actor named Naseeruddin Shah.”

     
Many times bitten?

Are you among those who attract mosquitoes more than others around you? Miki Rai, a nurse who has been studying this, offers three reasons why in Glamour magazine. Here’s the first one.

 

“Mosquitos actually like Type O [blood] best. So if you have Type O blood, congratulations, you're in the lucky group,” says Miki. One study found that the likelihood of mosquitos landing on people with O blood types was 83.3% versus the likelihood of them choosing a person with Type A blood, which was 46.5%. So while your blood type won't stop you from being bitten, having Type O makes it more likely.”


The other two reasons include the size of your body and the colour of your clothes. “Miki shared, many studies have also indicated that high temperatures, sweat and even certain foods we eat can make us more desirable. People who consumed beer or bananas were both found to attract more mosquitos.

     
The easy life
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