India, August 6, 2020: At a time when the country is facing unprecedented challenges due to the COVID-19 pandemic, the Indian Creative & Communication Community, in order to involve people’s participation in the fight against COVID-19, has launched the Creative Collective of India (CCI). The independent crowd-sourced platform – CCI – will bring forth relevant and authentic creatives from across India sensitising to take necessary precautions to fight COVID-19. All interested individuals or organisations can simply participate by creating impactful communications in accordance with CCI’s established guidelines.
The submissions will be evaluated via an unbiased process and those selected will be featured on the CCI website and social media channels and will also be made available to media organizations across print, television, radio, digital and out of the home. These creative submissions will also be made available to government agencies and sent to organisations who have committed CSR budgets for amplification among channels they deem fit.
This CCI is a voluntary national collective effort comprising over 150 public-spirited individuals and key industry bodies like The Advertising Club, Bombay (TAC), The Advertising Club Bangalore, The Events & Entertainment Marketing Association of India (EEMA), The Rural Marketing Association of India (RMAI), The Indian Outdoor Advertising Association (IOAA), The Association of Designers of India (ADI) and the Public Relations Consultants Association of India (PRCAI) to name a few.
The community-run platform offers an exclusive chance to the citizens of India, in any corner of the country to drive positive behavioural change in communities. Anthony Lopez, CEO of Lopez Design and one of the initiators of the collective said: “Given India’s vast diversity across society, culture and geography, clearly one size does not fit all. We need empathetic and persuasive communication that’s based on a community’s traditions, to connect and spread the message effectively. The CCI hopes to fill this need.”
The CCI believes in touching and inspiring people to follow precautions keeping themselves, their family and community safe during the COVID-19 pandemic and beyond. Lloyd Mathias, a business strategist and another member who has helped with the collective further added: “Recognising the fact that we will be ‘living with the virus’ for some time to come, there’s an urgent need to drive behavioural change and make every Indian accountable. CCI hopes to help with this effort.”
The CCI hopes to reach out to everyone to contribute their creative might towards the fight against COVID-19 challenge, set up by the CCI. The movement will continue to inspire behaviour change across India till the pandemic eventually comes to an end.