Celebrating National Nutrition Week, Max Bupa joined hands with Cuddles Foundation to support the underprivileged and malnourished children battling cancer. 

To make people aware of the grave problem of malnourishment, we cracked a two-pronged strategy for our young audiences on social.

Idea:
We created a month-long #DonateYourWeight challenge, that asked them to pledge some kilos that they're ready to shed so that an equivalent amount of food can be provided to the children fighting cancer. A win-win proposal for a generation that's battling with lifestyle diseases but also want to make a difference to children's lives.

We also roped in stand-up comedians to generate awareness around the issue at large. East India Comedy artists - Azeem Banatwalla, Angad Singh Ranyal, and Sahil Shah, promoted the campaign on their social channels.

Results:
The idea saw great success. People took up the challenge and cumulatively donated 500kgs of weight. And Max Bupa contributed an equivalent amount of nutritious food and supplements to Cuddles Foundation to support the children battling with cancer.

The social cause led campaign was actively promoted across Max Bupa’s social platforms, Radio, PR, on ground activation at partner bank branches, and garnered stupendous response with 10.2 million total reach, 11.5 million total impressions and 876K total video views.