Relief Response
Rebuilding Lives


The first million initiative

As a last line of defense against this virulent resurgent virus, AIF’s core strategy ‘The First Million’ initiative ensured vaccination for a million most vulnerable and marginalized Indians. Prioritizing equity and inclusiveness, AIF recognized Persons with Disability and Caregivers, Sex Workers, Vulnerable Women, Migrant Workers including Street Vendors and Persons from Tribal Communities, as the five most vulnerable groups in need of immediate intervention.

Procurement partners

Behavior Change Communication Campaign - Mission Corona Vijay

Mission Corona Vijay – Har Baazu Mein Taaqat, an integrated 360-degree communication campaign under The First Million Initiative amalgamated both above-the-line and below-the-line media platforms; including mass media (TV & radio), digital marketing, social media engagement, wall paintings and on-ground implementation components. Collateral designed for this dedicated fast track behavior change campaign aimed to address vaccine hesitancy and promote vaccine eagerness and COVID-19 appropriate behavior among vulnerable population and resulting in 2 million administered doses under the initiative.

The inter-personnel communication component of the campaign meant trained AIF teams reached the interiors of villages to connect with men and women through Mohalla Meets and create awareness about the importance of vaccination. Audio-visual shows were organised to disseminate knowledge in an edutainment manner followed by mass pledging. Interactive and informative visibility tools were used by the team during the one-to-one and one-to-many sessions. Bulawa Tolis were also organised where children participated and motivated villagers to become a part of the vaccination drive. Strategic deployment of posters, stencils and wall paintings at the village touch-points promoted visibility of the campaign.

Video Gallery

  • 78.3

    Million PR Reach

  • 2.5

    Million On Ground Activation

  • 17.6

    Million Digital Reach

Photo Gallery

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