(4 Apr) To improve the health of children in the city, a new campaign against rising number of cockroaches has been started this World Health Day. As part of the endeavour, Mumbai's famed dabbawallas will deliver the message against spread of diseases caused by cockroaches to an estimated 1,00,000 homes in the city by April 7. The initiative has been undertaken by Godrej Hit after the World Health Organisation (WHO) identified safe eating as one of the main priorities for public health.
The theme for this year is "food safety" where WHO will alert people about the importance of safe food and how to prevent it from getting contaminated. In its safe food manual, the organisation has identified cockroaches as one of the pests that carry disease-causing micro-organisms and can infest food, which leads to diseases like diarrhoea, dysentery, gastroenteritis etc. Each dabba will carry a message tag and consumers will get an opportunity to participate in a contest and win prizes by sending the name of the disease spread by cockroaches a the number 9902099020.
To achieve this objective, Godrej Hit will be present across key media touch points like TV, print and digital media on World Health Day. The campaign will run a teaser around "someone is coming to deliver a message on food safety to you" and will also hit social media like Facebook with relevant messages. "We are soon to begin the campaign and are to reach out to our every customer with dabbas and messages.
Over 5,000 dabbawalas have been deployed for the purpose as of now," said Krishnakant Palekar, one of the members of the dabbawalas' association. To magnify the impact, the campaign will also be launched on mobile apps and food and health sites like sifybawarchi, burrp, sanjeevkapoor, tarladalal and thehealthsite.com.
Google display network will also reach seven million viewers with the message.
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