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India’s ageing population faces increased risk of pedal edema, a condition characterized by swelling in the lower extremities. Awareness is crucial as pedal edema may indicate underlying health issues like heart failure, kidney disease, or venous insufficiency. A pharmaceutical brand used widely to reduce edema wanted to improve the awareness of what ‘edema’ looks like and get patients to take the edema score.

Dressing in India varies significantly across states due to diverse cultural, climatic, and historical influences. Through a photo-shoot using real edema patients, designed a series of posters that brought alive 3 profiles from different regions of India: Bengal, Maharashtra, and Southern India. Their cultural nuances and a attire depiction were detailed with great care, to build a strong visual connection with our in-clinic population across the nation.

As a result, the campaign was able to reach patients through 50000 clinics with 210000 QR code scans done from the posters and 75000 at risk patients identified.

Advertising Agency: Brandcare
Chief Creative Officer, Copywriter: Rashmi Thosar
Creative Director: Harpal Panam
Creative Director: Suneel Katarnavare
Scientific Support: Pankti Shukla