Heartfile - Learn
to Live Longer campaign
"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 | ||