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When it comes to campaigns in healthcare, if content finds a format that’s relatable to everyone, association with a cause creates impact. #GiveABeat is an initiative by Max Healthcare to raise awareness and give hope to children with congenital heart disease (CHD) through music.

In the campaign conceptualised and executed by Propaganda India, heartbeats of people and children diagnosed with CHD were recorded and used as the percussive element to compose a song that could reach out to all ears.

The brand jammed with the popular Indian rapper Brodha V and musician producer Sanjeev T to help create a song for #GiveABeat — an initiative to raise awareness about children with congenital heart disease. Utilising the most primal beat known to human existence, heartbeats, as the percussive element, a song on CHD was composed, asking people to donate a heartbeat.

Propaganda India also won the Grand Prix in music for the initiative at the recently ended Spikes Asia 2018.

The branded content case study:

Mohan Menon, VP and Head Marketing, Max Healthcare, said, “We see so many CHD and other cases and when we heard this we knew can make a difference to so many lives. It connected with what we are striving to achieve in healthcare communication where education and empathy are extremely important to create impact and positive change.”

Nitin Thakur, Director, Brand and Communication, Max India, said, "As a Group, we’ve only made sure our brand values stay true in everything we do. When this idea was presented to us, we got overwhelmed with the simplicity of the thought and the goose bumps it gave us in making sure we do our bit to create awareness.”

How has your content initiative made a difference to the brand’s purpose? Have a case study to showcase your great work and get noticed? Write in to Tejal Parmar at tejal@bestmediainfo.com