With the objective to sensitize consumer across India about benefits of adopting fortified products in their regular diets and to ascertain partnerships
in driving edible oil fortification in India, media campaigns and consumer awareness campaigns were undertaken under the banner
"Swasth Bharat Sashakt Bharat ^TM".

Consumer Awareness in Partnership with VOICE

Orientation of consumer perception was of great significance for the project to create understanding among consumers about fortification, thereby increasing long term demand and market place for fortified products. Thus, in partnership with Consumer Organizations, pan India consumer awareness campaign was undertaken to sensitize consumer across India about fortification and the benefits of adopting fortified products in their regular diets.

This Campaign attempted to create awareness among consumer on fortification, benefits of fortified foods in particular edible oil and how it helps overcoming the micronutrient deficiencies over a period of time. The campaign entailed engagement with consumers / consumer associations / civil society organization / advocacy groups, Industry & industry bodies, government, regulatory & standardized bodies, academic & research intuitions to build a consensus on taking forward the agenda of large scale fortification of edible.

Approach
The network of VCO’s across India was activated to conducts workshops at zonal, regional and National level. Training of Trainers (ToT) model adopted and these VOC’s were also trained during the workshops on the various aspect of fortification to further spread the message in local language in their respective areas. In addition to this Experts and Nutritionists from Institutions, Industry, Medical Feternity, Consumer Organizations were invited to educate consumer on fortification and its long term impact on nutritional outcomes. For ease of understanding educational material was translated in local language (like Tamil & Telegu),a team of multilingual experts helped in successful implementation of the workshops.

• 21 Workshops were organized across India covering Jaipur (Rajasthan), Panckula (Haryana), Mohali (Punjab), Chandigarh, Shimla (Himachal Pradesh),Hyderabad (Andhra Pradesh),Ranchi (Jharkhand), Chennai(Tamil Nadu),Puducherry, Bengaluru (Karnataka), Palakkad(Kerala), Ahmedabad (Gujrat), Dehradun (Uttaranchal), Lucknow (Utter Pradesh), Agartala (Tripura), Gangtok (Sikkim), Guwahati (Assam), Kolkata (West Bengal), Bhopal (Madhya Pradesh), Jammu, Srinagar ( J&K ). Patna (Bihar), Cuttack (Orrisa), Hyderabad (Telangana).

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Media Outreach and Collaterals
Further to supplement and sustain these effort, Social Media, Local and National print Media was engaged to spread the message among different stakeholders. Press releases were prepared for each workshop and shared with all VCO partners and press coverage was given in local languages. A short film on fortification –Initiative highlighted of Madhya Pradesh and Rajasthan and another informative film was shown in each workshop. Banners & Posters were also displayed for consumers understanding. Article were published on Food Fortification in VOICE magazine and mass distribution to subscribers.

Twitter- https://twitter.com/Consumers_India
Linkedin Profile: https://www.linkedin.com/pulse/activities/consumer-voice+0_0DiC8Q8vV7_Cxepn809gcu
Linkedin Page: https://www.linkedin.com/company/consumer-voice-org
Linkedin Group: https://www.linkedin.com/grp/home?gid=6707354&trk=my_groups-tile-grp
Google+ Profile: https://plus.google.com/+consumervoiceindia/posts
Google+ Page: https://plus.google.com/+Consumer-voiceOrg/posts
http://consumer-voice.org/OilForti.aspx,
Facebook Page: https://www.facebook.com/ConsumerVoiceIndia,

• This was first of its kind initiative to educate consumers about the benefits of fortification, its importance for healthy life and simultaneously create demand for fortified products. Emphasis was laid on involvement of various government authorities to spread message on merits of adoption of food fortification at state level and implement fortification through various mass food distribution schemes to provide benefits to all the consumers. However still there is a need for continuous engagement mechanism to interact with consumers for shifting consumption pattern.

Media Campaign

Several messages through teaser (36 promos of 20 sec each for 55 days), tickers during market hours every day, and vignette communications (30 promos of 25 seconds each for 100 days)were telecasted on Channels round the clock.

Social Media

Awareness campaign on social media was activated to create awareness amongst stakeholders via Facebook, Twitter & Blog about micronutrient deficiency and Introduced Food Fortification as a complementary Strategy to combat malnutrition. Cause videos highlighting the benefits of fortification were shared on social media for mass awareness.

Facebook: Daily Updates, Graphics, Social Media Seeding, Social Media Cross promotion, Content Curation. A strong Facebook community with 800+ likes & engaged more than 10k Fans

Twitter: Daily Updates, Graphics, Influencers Tagging, Content Curation, #Tag population (Top Results on #HiddenHunger are from handle @_Fortifiedfood), Engagement with relevant accounts, With a follower base of 2.4k+, engage with other top twitter handle creating a potential reach of 4 LAC+.

Blog: Created & designed personal blog, 12 Blog updates, Graphics/Visual Content, Organic Blog promotion via SEO, Social Media Seeding of the blog. Personal blog had 1500+ visits & 12 elaborative blog updates with exclusive artworks

Graphics :250+ Graphics for Social Media & Blogs250+ Graphics for Social Media & Blogs

SEO : 800+ total linking of the blog resulting in higher reach & visibility of the Blog, Blog shows on 1spaget with keyword “Fortifiedfood