Swasti, an organization based in Bangalore, partners with various players with the health ecosystem to address diverse health challenges. One such challenge was healthcare access to certain communities. Swasti's research helped them identify 5 such groups and 6 major barriers. The brief was to package this wisdom into a campaign that could help the health industry, public and private, become aware of this healthcare access issue in a more engaging manner, so that they could contribute towards fighting these barriers in their own way. It was about getting this issue on the radar and champion inclusion.
Instead of putting out information, we chose to bring this issue alive through a concept and characters. We created isometric characters to represent each of these 5 groups and developed a concept called: Reaching the Unreached, to create awareness about the barriers they face. This gave the issue a more engaging narrative, conceptually and visually.