GlaxoSmithKline Pharmaceuticals Limited (GSK) has unveiled an innovative public health campaign, ‘Project 90’, roping in renowned personalities Soha Ali Khan, Milind Soman, Neelam Soni, and Rohan Bopanna to spotlight the risks and awareness surrounding shingles. This initiative seeks to educate the public about shingles, a nerve disease triggered by the reactivation of the varicella-zoster virus – the same virus responsible for chickenpox.
🦠Understanding Shingles: Often underestimated, shingles poses a significant threat, particularly to individuals over 50 years old, where weakened immunity can lead to the virus’s reactivation. ‘Project 90’ derives its name from the staggering statistic that over 90% of Indians above the age of 50 years carry the potential for this virus to reawaken.
📱 Innovative Awareness Approach: The campaign’s kickoff was as intriguing as its message, with the celebrities’ Instagram profiles seemingly hijacked by ‘Project 90’ spam, ingeniously simulating how shingles can disrupt lives unannounced. This digital disruption served as a metaphor for the sudden and often severe impact of the disease, effectively capturing the audience’s attention.
🎥 Spreading the Word: Through engaging and informative reels, Soha Ali Khan, Milind Soman, Neelam Soni, and Rohan Bopanna are not just raising awareness but also educating their followers on the heightened risks associated with ageing. Their involvement has propelled ‘Project 90’ into a significant movement towards understanding and preventing shingles, highlighting the critical need for awareness and prevention strategies among the older population.
GSK’s ‘Project 90’ stands as a testament to the power of celebrity influence in public health initiatives, transforming the way awareness is generated for diseases like shingles. Through this collaboration, GSK aims to arm the public with knowledge and encourage proactive health management, especially among those most at risk.
