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our solution
Marry the two health subjects and make protein deficiency relevant to the louder conversation.
We conducted research that showed protein played a critical role in long-term physical immunity, and protein metabolism plays an important role in immunity against infections. Immunity, the number one goal on everyone’s mind, was the way in. And the Protein For Better Immunity campaign was born.
From lockdown recipes and protein-rich grocery lists to work-from-home meal plans, we served up content that made a tangible impact on altered lifestyles. And we promoted it through lockdown’s most-consumed channels: TV and digital. Nutritionists, researchers, celebrity chefs, fitness consultants and wellness coaches chimed in, voicing the importance of eating well during a pandemic and how protein boosts immunity over time.
the impact
Protein For Better Immunity joined India’s nutrition agenda, shifting calorie focus from quantity to quality.
Fueled by pandemic context, conversation around protein and support for the cause just kept growing — among Indian households, on celebrity platforms and at the government level. Chatter grew to five times the norm after Right to Protein was featured on primetime TV during the Indian prime minister’s speech.
150M+
people reached (in 3.5 months)
20+
Key Opinion Leaders (KOLs) joined the conversation
Best Use of Social Media
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Public Relations Council of India (PRCI) Excellence Awards 2020
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Best Education Campaign
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Public Relations Council of India (PRCI) Excellence Awards 2020
award
Best Use of Content
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Public Relations Council of India (PRCI) Excellence Awards 2020
award
Digital and Print Media
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PRovoke Asia Pacific Innovation SABRE (In2SABRE) Awards 2020
award
PSA — Broadcast, Digital or Print
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PRovoke Asia Pacific Innovation SABRE (In2SABRE) Awards 2020
award
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Right to Protein declares February 27 as India’s first ‘Protein Day’
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