Heartfile - Learn to Live Longer campaign

The "Learn to Live Longer" or "Lambi zindagi Kay Raz" campaign was launched in 2005 by Heartfile as part of its Corporate Social Responsibility Program . The campaigns' objective was to influence people to adopt lifestyle modifications that have implications for prolonging life.

In its opening phase the campaign consisted of media interventions with high-frequency repeat cycles. The content of the campaign were based on scientific evidence, guided by locally conducted behavioral research; it draws on the principles of social marketing, leveraging Heartfile's social identity. The campaign utilized contemporary scientific approaches to impact health outcomes at a population level; it had been modelled to influence a set of nationally agreed health indicators. The campaign addressed a series of health issues inclusive of a healthy diet, regular physical activity, control of obesity, lowering of blood cholesterol, tobacco-use cessation, use of safe needles, road safety, injury prevention, population screening for chronic disease.

The campaign incorporates an in-built robust mechanism for ongoing evaluation. Baseline levels of awareness and practices have already been established through a nationally representative survey.

The programs included in the campaign were as follows:

Title: Mental Illness - at birth  Title: Mental Illness - a disease
Title: Heart Attack - a story  Title: Blood pressure - few important points
Title: Diabetes - two stories  Title: Diabetes - few important points
Title: Healthy diet  Title: Exercise - basic health rules
Title: Depression - light in darkness  Title: Drugs - get rid of it
Title: Asthma - a disease  Title: Environment - indoor pollution
Title: Injury - road safety