This year, God’s own country Kerala, also known the world over as ‘nurse’ country, was celebrating Onam, the biggest harvest festival of the south, while reeling under a global pandemic. And for many nurses, that meant sacrificing Onam with their own families, so that their COVID patients could return to theirs.
To celebrate the spirit of these warriors and honour their tireless efforts, Parachute Advansed Gold, a brand that embodies ‘the spirit of nurturance’, launched #ThankYouNurses. This integrated campaign got people to dedicate their Pookalams (traditional Onam floral floor art) to these nurses. And share pictures of their tributes on social media.
Launched with a film featuring real COVID survivors, the campaign, spread across TV, digital, social and on-ground, turned a festival that’s a celebration, into a thanksgiving. And the traditional Pookalam became a symbol of heartfelt gratitude towards these heroes on the frontline.
Results:
YouTube – 1.9 million views
Facebook - 823K views