In India (like in many parts of the world) misinformation and disinformation have led to vaccine hesitancy among people. So, Johns Hopkins India Institute wanted to strengthen the country's confidence in vaccines. It needed a campaign that did so without sounding like a PSA, which at this point has become white noise.
We took the approach that worked for our own parents - examples of real people, like us, who got vaccinated and didn't grow a third arm. Warm reassurances from familiar faces, rather than cold hard facts. And we put the question of the hour front and centre - "You got vaccinated, right?"
Meet our 'vaccine influencers.' Manjula Tai, the fisherwoman who got everyone vaccinated so that going back to work safe once again. Ansari uncle, the sprightly senior citizen who got all his friends vaccinated for their love of morning walks. And Vaade Praaji, the sarpanch who got his whole village vaccinated to make it a safer place free of suffering.
Watch the stories of three such people at [www.teekalagwayana.org], and follow @manjulatai who has taken the fight to Instagram.