TBCHECK - TB BEHAVIOURAL CHANGE CAMPAIGN
Duration: 18 Months Campaign (2022-2023) | Client: Bill Gates Foundation & Clinton Health Access Initiative (CHAI)
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PROJECT BACKGROUND
South Africa (SA) ranks 8th amongst the top 30 high burden tuberculosis (TB) countries, accounting for 3% of all TB cases worldwide. With 554 cases per 100 000, SA has the second highest TB incidence rate globally. This project aimed to find at least 9,000 TB patients using the TBCheck platform over a 12-month period. TBCheck is a mobile application that was developed by the National Department of Health to provide an easy mechanism for TB self-screening.
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THE BRIEF
Made2Fly Creative was appointed the Creative Lead agency tasked with developing and designing a national transformative behavioural change campaign that would create awareness and increase uptake and use of the TBCheck platform, specifically amongst high-risk communities such as those living in informal settlements and those who do not typically test for TB.
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CAMPAIGN OBJECTIVES
- Increase uptake and use of the TBCheck platform
- Increase awareness around TB and how it's transmitted
- Increase early testing and treatment initiation
- Encourage TB treatment completion
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THE SOLUTION
"TBCheck It, Treat It, Beat It" - Our big idea was simple in its nature but promised to deliver on a mandate of awareness and action. The creative concept was rooted in the community, collaborating with real societies to create awareness and inspire action to screen and test. To reach our audience, we were in the proverbial "trenches" with them, and them with us. Assimilating their daily routine, going wherever they went, doing whatever they did.
