India has among the highest maternal mortality rates in the world, especially in the first 7 days of delivery. The United Nations Population Fund (UNFPA) entrusted the agency with the onerous task to spread awareness about this and help reduce the mortality rate. The campaign had to be simple and inclusive. The agency coined the catchphrase ‘Voh Saat Din’, created a hard-hitting TVC and made it the personal mission of every near and dear one to help protect the mother and infant.
The campaign was a progressive expression of the commitment of the family members, the villagers etc. towards the health of the mother and the new born.
