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Mumbai: Riyo Advertising, in collaboration with ALERT-INDIA, has launched its inaugural video campaign aimed at addressing the stigma and challenges associated with leprosy in India. This initiative seeks to raise awareness about early detection and timely medical intervention, with a long-term vision of eradicating the disease.
Leprosy, a curable condition, continues to impact thousands due to social stigma and lack of awareness. The video campaign delivers impactful messaging, highlighting early symptoms such as numbness and changes in skin texture, encouraging individuals to seek prompt medical attention.
Narendra Bhanushali, CEO of Riyo Advertising, expressed his pride in the initiative: “This campaign is a testament to the power of communication in addressing critical social issues. Supporting ALERT-INDIA aligns with our mission to drive meaningful change through creative and impactful outreach. We have created this film as a Labour of Love.”
ALERT-INDIA, established in 1978, has been instrumental in providing free medical care and advocacy through a network of over 150 referral centers and a workforce of 35,000 trained personnel.
Veera Mohan Rao, Director of ALERT-INDIA, emphasized: “Early detection and timely treatment are key to combating leprosy. Through this partnership, we aim to extend our outreach, ensuring that accurate information reaches those who need it most, particularly in underserved areas.”
The campaign represents a larger CSR initiative by Riyo Advertising, leveraging its extensive media presence across English and regional platforms to amplify the message. Vijay Jaiswar, Creative Director of Riyo Advertising, added:”Through storytelling and relatable visuals, we aim to not only educate but inspire action.” Future plans include community engagement programs and additional campaigns addressing other pressing issues, such as environmental sustainability and social challenges.
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