Future Generali - Rebirth Certificates
A timeless reminder of patients getting a second chance at life during COVID wave-2.
Future Generali, one of the leading health insurance providers of the country, wanted a brand love campaign for the mental wellness of the healthcare workers during peak COVID in 2021.
It was wave-2 of the pandemic. When we all lost someone we knew. When we watched the dance of death, everyday. When we were holed up in our homes, praying for it all to pass.
But the healthcare workers – doctors, nurses, technicians – were working tirelessly. Sleep deprived. Spirit crumbling. But never not in the line of duty.
And despite their best efforts, people were dying. Doctors had to make “Sophie’s Choice” like decisions everyday, choosing life for one patient and death for another. It was as if their hard work didn’t matter in front of the all-powerful blow of fate. They felt they weren’t doing enough.
Given the sombre atmosphere all over, what can a brand possibly say that will assuage the healthcare workers? Reassure them that they’re SAVING LIVES, no less? Comfort them that their contribution is invaluable?
And in turn, give them some mental solace?
Because no amount of spiel, or pep talk, or yoga, or meditation, or mindfulness sessions would have improved their mental well-being. We needed something deeper, emotional. A balm for their battered soul.
It was – gratitude.
What if the healthcare workers were awarded an eternal token of gratitude by the people they were saving everyday – their patients.
THE IDEA – REBIRTH CERTIFICATES
Healthcare workers, while treating COVID patients and saving them, were giving them a new chance at life against all odds. The patients recovering were being reborn, metaphorically.
Usually, a new-born receives a Birth Certificate signed by the doctor/given by the govt.
In our case, a healthcare worker will receive a Rebirth Certificate signed by the patient they saved, thanking the doctors and nurses for their effort. The activity sponsored and executed by FG.
A timeless token of gratitude. A tangible proof of their selfless service. An eternal reminder of their priceless contribution. A warm and heartfelt embrace. Something that will encourage them to keep going.
Imagine – years later a doctor is looking back at these days and shuddering from the memories. But these beautifully framed Rebirth Certificates from the scores of patients adorn the walls, soothing the doctor and saying, “Doc, you did God’s work. And you did it well.”
