Break the Chain Campaign

Marketing strategy of social awareness campaign by Kerala Government - Break the chain

1. BREAK THE CHAIN CAMPAIGN
Kerala government has been leading from the front in the
battle against the killer coronavirus and has been leaving no
stone unturned in their attempts to make the state free
from the virus. Kerala Chief Minister Pinarayi Vijayan and
health Minister KK Shailaja have also ordered screening of
bus and train passengers.
As a next step, the Kerala government has launched a mass campaign that advocates washing
of hands and this campaign has been named as "Break the chain". Health Minister KK Shailaja
inaugurated the campaign for creating an awareness among the public regarding public and
personal hygiene in the critical times of Covid-19 outbreak.
 Wash your hands with handwash or sanitizer
 Stay Home Stay Safe
 Wear Mask
 Make use of online services etc are the marketing strategies under this
campaign
4 P’s of Break the Chain Campaign
 Product:
It’s a social awareness campaign by the Government of Kerala to give awareness
and to take precaution against Covid 19.
 Price:
It is a non-profit campaign, which is aiming at the health and hygiene of the public
and to outbreak the chain of corona virus.
 Place:
Campaign initiated by Kerala Governmnet focused all over the state, now which is
followed across India.
 Promotion:
It is mainly promoted through social media (FACEBOOK, WHATSAPP, INSTAGRAM,
TWITTER, YOUTUBE etc.) to give awareness to public about the corona virus, to
take the precaution, avoid the rumors, and follow the instructions by Health
department to avoid the spread of Covid-19. This is also doing through Caller

2. tunes of phone calls, The enterprises, famous celebrities, personalities and the
news channels also take initiative to promote this BREAK THE CHAIN campaign.
Additional Social Marketing P’s

 Publics:
"Publics" refers to both the external and internal groups involved in the program. The Health
works, Public, Government etc.
 Partnership:
The Society, Government, Health department, Celebrities, Medias, Enterprises etc.
 Policy:
The main motto of this campaign is to outbreak the chain of Covid 19. For that the public have
to follow the instructions by Government of Kerala.

Sruthi P G
S-II (Advaita )