Google - Get the Facts

Spreading credible, real-time information in the wake of vaccine hesitancy

Google’s mission is to organise the world’s information. With the onset of COVID-19 and the vaccine roll out in India, Google Search as a product had been configured to provide validated and credible information regarding vaccines as results for Search queries, in the wake of widespread misinformation and vaccine hesitancy.

Toaster India leveraged the insight that people harboured doubts and questions that they considered silly or small, and therefore didn’t ask anyone, for fear of judgement. We wanted to create a behaviour change inspired by the strategic space: “There are no Stupid Questions”

We created a fully integrated campaign which included a 60 second film in multiple Indian languages, aired across television and digital platforms, as well as shorter edits for other digital mediums.

As Search queries changed in real-time, our campaign also took a real-time approach, as we updated and disseminated creatives to reflect top questions and search queries over weeks and months.

This campaign was planned and executed during the lockdown - all campaign creatives and collaterals were made in-house at Toaster, as we worked remotely across the country.