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How PATH Transformed Awareness Into Action Through Targeted Digital Mobilization
About Client
PATH’s Take Charge Against TB initiative focuses on addressing health care inequities and reducing TB underdiagnosis across vulnerable youth in urban poor communities in India. The program targets tech-savvy youth (18–34) audiences in Delhi, Hyderabad, and Pune using localized messaging, relatable narratives, and frictionless digital pathways to promote early symptom recognition and access to free government testing.
Business Challenge
Reaching vulnerable urban youth required overcoming low TB literacy, widespread stigma, and fragmented digital behavior. Traditional awareness approaches lacked resonance, and there was no measurable funnel linking exposure to a real health action. PATH sought to bridge this gap by designing a digital model capable of not just creating awareness, but driving high-intent engagement and converting it into measurable health-seeking behaviors.
Goal
The strategic objective was to build a high-velocity, digitally measurable awareness-to-action engine that could:
- Drive widespread TB symptom awareness using relatable, youth-focused storytelling.
- Convert engagement into large-scale digital self-screenings via a simple symptom checker.
- Enable seamless redirection to the official government TB screening platform.
- Leveraging hyper-local insights to tailor and optimize messaging by city, language, demographic, and behavior. – should be fine to use hyper-local
- Establish a repeatable, scalable model for digital public-health activation in urban India.
The mission was not just a communication campaign, it was behavior change movement at scale, measured through tangible behaviors, not subjective perceptions.
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