Health Ministry seeks to eradicate TB through #IndiavsTB

27 Mar,2017

By A Correspondent

 

JP Nadda, Union Minister of Health and Family Welfare has launched #IndiavsTB, TB-free India campaign featuring Amitabh Bachchan, TB survivor and ambassador. The five-part campaign talks about early identification of symptoms, importance of treatment completion, MDR TB and social impact of TB on families and children. The campaign theme #IndiavsTBsymbolises India’s fight against TB and “TB Harega, DeshJeetega” is the tagline of the campaign.

 

The campaign is developed by International Union Against Tuberculosis and Lung Disease (The Union) supported by the United States Agency for International Development (USAID), Challenge TB. The campaign films feature Amitabh Bachchan and are directed by director Shoojit Sircar. The print campaign has been shot by photographer Daboo Ratnani and  DDB Mudra has created the campaign.

 

Earlier this year, Amitabh Bachchan also featured in a TV commercial and radio spot where he encouraged viewers and listeners to support the ministry’s grassroot, door-to-door initiative to actively find new TB cases.

 

Speaking about the campaign, Kavita Ayyagari, Project Director, Challenge TB, The Union said, “The problems that the campaign address are that people take symptoms of TB lightly; people stop TB treatment mid-way once they feel better; are unaware that TB can recur and become drug-resistant; and that TB is not just an illness but also a social disease that impacts not only the patients but their children and families.”

 

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