A cultural movement to curb COVID-19
Mumbai’s Dharavi is one of the largest and most densely populated slums in Asia – making social distancing nearly impossible. Our #StayHomeStaySafe campaign was instrumental in preventing a disastrous outcome, earning praise from the World Health Organization (WHO).
Dharavi has a local culture with multiple dominant languages, high rates of illiteracy and toilet facilities shared by multiple households. Preventing the spread of COVID-19 would require some creativity.
Staying home, isolating and practicing good hygiene are a few ways to limit the spread of COVID. To encourage this behavior, we combined culture, humor and rhyme to create an easily understood prevention movement.
Introducing the #StayHomeStaySafe anthem
We collaborated with the local youth of Dharavi to create a multi-language rap anthem that lyricized the need for social distancing, hand washing and mask wearing. Combined with government-imposed measures, posters and shareable animations, we launched #StayHomeStaySafe with a music video featuring Bollywood celebrities lip-syncing some of its hard-hitting lines.