Staying safe in the slums
Helping A VULNERABLE COMMUNITY FACE up to THE threat of covid-19
Role: Creative & Art Direction for the campaign
#stayhomestaysafe anthem
We collaborated with Gully Gang and four aspiring artists from Dharavi to create what would become the centerpiece of our campaign: a rap anthem that helps people understand what needs to be done to stop the spread of the virus in its tracks. Performed in the most commonly spoken languages of the slums, it lyricized the need for social distancing, hand washing and mask wearing in a catchy and un-patronizing way.
The song was accompanied by a video in which Bollywood celebrities were featured lip syncing some of its hard hitting lines.
Album cover designed for the anthem and was used on Spotify and Ganna
Social media educational posters and Gifs were made for local awareness
Lives saveD
After recording 491 COVID-19 cases in April and 1,216 in May, the slum saw only 274 cases and six deaths in the first two weeks of June thanks to the community heeding health advice.
This was at a time when other parts of India were experiencing huge surges. The achievement earned praise from the WHO and a feature story in the Los Angeles Times.
58 million* views
The music video was viewed over a million times within the day of its launch in May 2020, growing to 58 million by the end of the year. Sharing on WhatsApp – India’s most popular texting app (even in the slums) contributed to this. The videos, GIF images and animations ensured that the messages are understood by those who can’t read
