How A Simple Charm Bracelet Saved Lives in Afghanistan

The Afghanistan Ministry of Public Health (MoPH) in partnership with McCann Health India and McCann Worldgroup India today announced that they were awarded the prestigious Grand Prix for Good at the 2017 Cannes Lions Health Festival for Creativity for “The Immunity Charm™” campaign. 

 

In addition, “The Immunity Charm” is further distinguished for having won the most awards ever for a single campaign at Lions Health – 4 Gold, 4 Silver and one Bronze. This simple bracelet, which is similar to those found universally among infants in Afghanistan to protect against evil spirits, consists of colored beads that represent the vaccines each child has received. To view https://www.webcargo.net/d/11993155/0IRHX3nfp3/

 

"The beauty and simplicity of the Immunity Charm is how it harnesses powerful existing belief systems to improve the perceived value of vaccines among mothers in rural communities", said Dr. Harshit Jain, Marketing Director (APAC) & Country Head (INDIA), McCann Health and Dr. Daniel Carucci, Senior Medical Advisor, McCann Health, co-creators of The Immunity Charm. 

 

“The government of Afghanistan, through the Ministry of Public Health, is working on creative solutions to improve the health of all Afghans”, said Hamdullah Mohib, Afghan Ambassador to the United States.  “This important award represents how powerful creative solutions to public health problems can be developed in partnership with the private sector.  We look forward to working with McCann Health to expand The Immunity Charm™ throughout Afghanistan based on its successes in further testing.”

 

John Cahill and Jeremy Perrott, Global CEO and Chief Creative Officer for McCann Health respectively said: "The power of this idea lies in its ability to intertwine culture and tradition into modern day health needs. Ensuring vaccination plays a meaningful role in people's lives."

 

Prasoon Joshi, Chairman McCann Worldgroup Asia Pacific CEO & CCO McCann Worldgroup India, said, “Winning the Grand Prix for Good, the top honor in a festival like Cannes, is really special. In the past, I have been fortunate to give this honor to others as Jury Chairman but receiving it is unmatchable. When an idea is seeded into culture and plays a meaningful role in people's life, the impact and salience is far reaching.”

 

Healthcare workers provide The Immunity Charm™ to mothers to place on their newborn’s wrist as a symbol of protection against disease.  Each time the child is brought for an immunization, a color-coded bead corresponding to the specific vaccine received is added to the bracelet symbolizing the protective effects of the vaccine.  As the child receives additional vaccines against such diseases as measles, polio, diphtheria, and others, color-coded beads are added to the bracelet. 

 

Afghanistan has some of the lowest vaccination rates in the world, which contribute to high levels of infant and childhood mortality especially in poor and rural communities.  Diseases that are rare in the developed world are far too frequent causes of child mortality in Afghanistan. 

 

Plans are being developed to test The Immunity Charm™ for effectiveness through a series of studies in Afghanistan and other countries.