Riyo Advertising and ALERT-INDIA Unveil First Video Campaign to Tackle Leprosy Stigma in India
Mumbai, December 2024
In a significant step toward combating the social stigma and health challenges associated with leprosy, Riyo Advertising has launched its first video campaign in collaboration with ALERT-INDIA. The campaign is a part of an ongoing effort to raise awareness about the early signs of leprosy and the importance of timely medical intervention, with the ultimate goal of eradicating the disease in India. Leprosy, though entirely curable, continues to affect thousands in India, often going undiagnosed due to lack of awareness and social stigma. The newly launched video campaign seeks to address these issues by delivering clear, relatable, and impactful messaging to communities nationwide.
A Collaborative Effort for Change
Riyo Advertising, a Mumbai-based agency established in 2004, brings its expertise in strategic communication and broad outreach to the collaboration. Known for its extensive presence across more than 200 newspapers in English and regional languages, Riyo Advertising will amplify the campaign’s message across print, digital, and grassroots platforms.
Narendra Bhanushali, CEO of Riyo Advertising
, commented, “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.” The campaign is also part of Riyo Advertising’s broader Corporate Social Responsibility (CSR) initiatives. Founded in 1978, ALERT-INDIA has been a leader in leprosy treatment and advocacy, providing free medical care through a vast network of over 150 referral centers and a dedicated team of 35,000 trained personnel. Over the years, the organization has impacted more than 90,000 individuals in Maharashtra and Chhattisgarh, emphasizing education, treatment, and support for those affected by the disease. “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,” said Veera Mohan Rao, Director of ALERT-INDIA.
Breaking Barriers with Awareness
In its inaugural video, the campaign emphasizes early symptoms of leprosy, such as numbness in the extremities and changes in skin texture, encouraging viewers to seek medical help promptly. Future plans include additional campaigns focusing on diverse social challenges, including plastic pollution, food waste, deforestation, air pollution, fast fashion, and textile waste. “Through storytelling and relatable visuals, we aim to not only educate but inspire action,” shared Vijay Jaiswar, Creative Director of Riyo Advertising.
Together, let's break the stigma and spread awareness about leprosy!
- Leprosy is a chronic infectious disease caused by a type of bacteria, Mycobacterium leprae.
- The disease predominantly affects the skin and peripheral nerves. Left untreated, the disease may cause progressive and permanent disabilities.
- The bacteria are transmitted via droplets from the nose and mouth during close and frequent contact with untreated cases.
- Leprosy is curable with multidrug therapy (MDT).
- Leprosy is reported from all the six WHO Regions; the majority of annual new case detections are from South-East Asia.
- Mostly affects tropical and subtropical regions, with India, Brazil, and Indonesia reporting the highest cases.
Future Outreach and Initiatives
The collaboration between Riyo Advertising and ALERT-INDIA marks a significant step toward fostering a more informed society. By integrating educational content into accessible platforms, the campaign seeks to dispel myths, reduce stigma, and ensure that leprosy patients feel supported and accepted. The campaign will expand its reach through community engagement programs and partnerships with local stakeholders, leveraging both digital platforms and traditional media to maximize its impact. As part of its long-term vision, Riyo Advertising plans to create more films addressing other critical social and environmental topics, further strengthening its commitment to driving positive change.
About Riyo Advertising
Established in 2004, Riyo Advertising is a Mumbai-based advertising agency specializing in strategic communication and media outreach. With a focus on impactful storytelling, the agency works across print, digital, and community platforms to amplify messages that inspire action and drive change. For more information, kindly visit the website www.riyoadvertising.com
About ALERT-INDIA
Since its establishment in 1978, ALERT-INDIA (Association for Leprosy Education, Rehabilitation, and Treatment) has been a key player in the fight against leprosy in India, providing free treatment and support to those affected by the disease. The organization also focuses on education, early detection, and rehabilitation efforts to ensure a comprehensive approach to leprosy care. For more information, visit Riyoadvertising.com
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