MINISTRY OF HEALTH
COMMUNICATION CAMPAIGN
THE PROBLEM
How do you stop corruption and build trust in healthcare? Lecturing people does not work, and neither does treating bribery as somebody else’s crime. The Ministry of Health needed an angle that placed the responsibility somewhere people would actually accept it.
Our solution
Corruption, framed as a bad habit. The campaign sets bribery alongside smoking, scrolling and swearing – the not-so-invited habits everyone recognizes in themselves – and argues that a cycle we can break individually, we can break together. It ran across social media, digital and outdoor advertising, and printed media including posters and brochures.
