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#TestingSahiHai Uses Storytelling and Social Media to Encourage Covid-19 Testing 2 Min readtime / 04.27.21
India, with more than 14 million confirmed Covid-19 cases, has reported some 173,000 pandemic deaths. Inaccurate or unavailable information along with initial stigma around reporting Covid-19 cases led to the need for greater information, so #TestingSahiHai was launched.
The two-month campaign designed to encourage Covid-compliant behavior and regular Covid testing in two Indian states used a mix of experimental video stories, live events, social media creatives, influence outreach and user-generated inputs. It focused on Gujarat, in the west along the Arabian Sea, and Telangana, in south-central India, which have been among the states reporting mortality rates higher than the national average.
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