SAMBHAVMaking Herd Immunisation a Reality

Theme: Are we ready for the next wave? Are our current healthcare and wellness measures sustainable?

01-08-2021, India

Team

Name : Aparajita SharmaTitle : Ms.Role in the Project : Designer

Name : Pavan Kumar Title: Mr.Role in the Project: Designer

Chandrashekhar MehraTitle: Mr Role in the Project: Mentor

Name : Aryaki ThakurTitle: Ms.Role in the Project : Designer

Name : Pushkar PaulTitle: Mr.Role in the Project: Designer

Name : Christina JohnTitle: Ms.Role in the Project: Designer

Problem Identified

EXAMPLES:

1. Personal Level - Anumati, a woman in Kismatpur, Telangana is reluctant to get the vaccine as she believes it might disrupt her menstrual cycle and cause infertility and has to be convinced at a personal level to get the doze and remove the myths from her head.

2. Systems Level - Suraj, a migrant worker who travelled from Pune, back to his village in Maharashtra found it very difficult to get a vaccine in his village due to unavailability and the asynchronous link between the CoWin site and vaccination centres.

3. Planet Level - Shyam, a farmer in Samastipur, Bihar is reluctant to get vaccinated as he is unsure about its effectiveness and has to be convinced to get vaccinated in order to contribute to global herd immunisation.

ADD A REPRESENTATIVE IMAGE OF THE PROBLEM YOU

WOULD LIKE TO SOLVE

PROBLEM DESCRIPTIONTackling the problem of low vaccination rates in rural areas.

"To find a good design you need to identify the PROBLEM." - Mr. Arunachalam

Urgency/Importance

WHY FOCUS ON VACCINATING RURAL INDIA?

● Majority (65%) of the Indian population lives in the rural areas.

● Unless this section of the society is vaccinated, India will never achieve herd immunisation.

● Just over 50% of Indians own a smartphone meaning people in rural regions can’t register via CoWin for vaccination.

● GDP contracted by 7.3% It is the most severe contraction from the time India got its independence.

● The first & second wave followed a similar pattern in the spread of Covid. For the second wave, the split was 52%- 48% in urban/semi-urban vs rural/semi-rural areas in March 2021 and by mid-May, the estimated case load split is 65% in rural/semi-rural areas vs 35% in urban/semi-urban areas.

● Our main goal would be to reduce vaccination hesitancy in rural areas through behavioural change. This would be a huge step towards preventing the third wave.

Source: The Lancet, Fortune.com, Times of India

Target User Persona

PROFILE & DEMOGRAPHICS

Profession: Home-MakerGender: FemaleFamily & Social Setting: Married, Joint Family (8 members)Income: N/AEducation: 10th Pass

FEELINGS

Worries: Vaccines having an ill effect on her bodyInfluences: Rumours created by village people, local leaders

GOALS & VALUES

Goals: To make her and family acceptable to vaccine and to educate them about the working of vaccineValues: Religious, Hardworking, CaringMotivations: Family welfare

PAIN POINTS

Fears: Infertility, problems in pregnancy and menstrual healthFrustrations: Getting infected by vaccinated peopleChallenges: Feeling pressured to accept the vaccine

Anumati Devi , 45Telangana

Target User Persona

PROFILE & DEMOGRAPHICS

Profession: FarmerGender: MaleFamily and Social Setting: Married, 2 Kids. Income: ₹70k per yearEducation: 10th Pass

FEELINGS

Worries: He has heard some rumours about how vaccines might cause Covid-19 and is scared to get a vaccine, thinking about his wife and kids.Influences: Rumours from his family and friends.

GOALS & VALUES

Goals: To make a farmer’s association in his village & to see his kids get good education.Values: Disciplined, patient, sincereMotivations: Family, community welfare

PAIN POINTS

Fears: Fear of the thought of not being there for his family.Frustrations: Facing people that tell him to take the vaccine immediately.Challenges: Not finding proper clients for his produce.

BiharShyam Sundar, 59

Target User Persona

PROFILE & DEMOGRAPHICS

Profession: Migrant Construction WorkerGender: MaleFamily & Social Setting: Married (2-Kids), Marginalised Income: ₹10K per MonthEducation: 12th Pass

FEELINGS

Worries: Rising COVID infection rates in village, Economic recessionInfluences:: Village rumors and stereotypes

GOALS & VALUES

Goals: Secure a steady income to sustain his familyValues: Hardworking, Dedicated & Family OrientedMotivations: Give his children a better and safer life

PAIN POINTS

Fears: Not being able to support his family, COVIDFrustrations:Little control in village administrationChallenges: Lack of job opportunities and vaccination centres in rural area

Suraj Deshmukh, 32Uttar-Pradesh

Target User Persona

PROFILE & DEMOGRAPHICS

Profession: Pandit / Religious leaderGender: MaleFamily & Social Setting: Unmarried, Respected, Influential Income: 15K per monthEducation: 12th pass

FEELINGS

Worries: If people put their trust in science & medicine, they might deviate from faithInfluences: News, Informants

GOALS & VALUES

Goals: To promote his religious beliefs for a peaceful society Values: Faithful, Idealistic, Motivations: Being respected and admired by people around him

PAIN POINTS

Fears: He fears that people might lose faith/hope if covid-19 continuesFrustrations: People take the vaccine even though he urges them not to, He believes prayer can stop covidChallenges: It is difficult to conduct daily pujas due to social distancing rules

Ram Gopal Shastri, 62Jaipur

Target User Persona

PROFILE & DEMOGRAPHICS

Profession: StudentGender: FemaleFamily & Social Setting: Joint family (7 members) Income: Not applicableEducation: 10th standard (present)

FEELINGS

Worries: Any of her family members getting affected by CovidInfluences: Friends, family and teachers

GOALS & VALUES

Goals: To complete twelfth and move to a city for further studiesValues: Studious, observant, curious, benevolentMotivations: Getting admission in a good college, doing something for the betterment of her village

PAIN POINTS

Fears: The increasing number of cases in her villageFrustrations: Seeing people not getting vaccinated and being ignorant about the situation Challenges: Convincing her family and acquaintances to get vaccinated as soon as possible

Radha Kumar, 15Maharashtra

Only 5% of the total Indian population is fully vaccinated. Here’s why.

Lack of infrastructure

Vaccine unavailability

Hesitancy/ Rumours:

Lack of post vaccination care

- Causes infertility- Is ineffective- Is more dangerous than the virus itself- Disrupts menstrual cycle- Leads to death- God will protect them from the virus - Caste myths and biases

We would be tackling these problems through a system design that would bring about a behavioral change.

STAGE - 2

DESIGN SOLUTION

Design Process

REPRESENTATIVE IMAGE TO HIGHLIGHT THE PROCESS

FOLLOWED

1. COLLECT - Making a list of all the problems that we could think of.

2. BRAINSTORM - Discussing which problems are primary and secondary.

3. DEFINE - Selecting one problem depending on severity.

4. RESEARCH - Gathering all the required information about the problem to get a better understanding of it.

5. ANALYSE - Analysing the information collected to get an idea of the solution path.

6. DEVELOP - Building up the solution stage wise.

7. FEEDBACK - Discussing the solution with the mentor and gathering his inputs and suggestions.

8. IMPROVE - Improvise the solution according to the necessary inputs.

Explorations

SOLUTIONS & IDEAS

1. Special vaccination buses and golden tickets - Stop to stop buses for people to travel from their nearest stop to the vaccination centre. Getting on the bus meant that they would get a special golden ticket that would be a vaccination ticket instead of a regular bus ticket.

Why was the idea discarded? People are reluctant to go to a special vaccination centre because of the fear of hospitals.

Behavioural change through incentives - Every person who is vaccinated fully will get incentives like ration/money/jobs etc.

Why was the idea discarded?Giving every vaccinated person an incentive isn’t feasible and getting vaccinated is a social responsibility.

2.

Final Solution & InnovationHOW DOES OUR SOLUTION ADDRESS THE PROBLEM IDENTIFIED? HOW IS IT INNOVATIVE?

- Sambhav is an initiative that persuades people in rural India to get vaccinated and makes the process of vaccination convenient for them at the same time.

- It incentivises vaccination and promotes community development that would be beneficial for the village.

- Instead of forcing people and convincing them to get vaccinated without any personal connect, Sambhav brings together the emotional, social, cultural, political differences of the people and works on the principle of, “Make them an offer they cannot refuse.”

Where Do We Fit In?

This is what is happening currently -

Directly setting vaccination camps in villages and sending an unknown group of coordinators to convince people to get vaccinated.

People are not showing up due to

hesitancy.

No personal connect or an understanding of their situation and outlook.

Feel insecure and uncomfortable with an

unknown task force.

Doesn’t do anything to make then want the

vaccine.

Sambhav solves these problems by creating intermediary steps.

User Experience

Incase the video isn’t playing please click on - https://drive.google.com/file/d/1-yV7QHhvXKcvOHkXr4Gm15WvZ1hmA_St/view?usp=sharing

Mind Map

Sambhav’s 4-Stage Plan

Poster Designs

Poster Designs

Poster Designs

Infographics

Vaccine on Wheels

Side 1 - Infographic on facts about covid

Side 2 - Infographic on rumours about covid

Back - Ads for additional revenue source (Nirma, Parle - G, Amul etc)

Impact on the SocietyIMPACT OF OUR SOLUTION

- Sambhav promotes team work within the community through the vaccination competition and also offers employment by appointing volunteers for various needs.

- It aims at creating a positive change in the behaviour of people with respect to vaccines through its humorous posters and infographics.

- Overall Sambhav aims at bringing not just vaccines to the people but also employment, infrastructure and building a strong and informed community.

SustainabilityHOW IS OUR SOLUTION SUSTAINABLE?

- Vaccination is an ongoing process till India achieves herd immunisation.

- In case of a third wave, Sambhav’s ‘Vaccine Aayega Toh Vikaas Aayega’ scheme keeps the villagers motivated until 100% immunisation is achieved in every village.

- Sambhav is a versatile system design that can be adapted even in the future for any under developed or developing country like India.

- Sambhav makes the villagers self-reliant in case of another pandemic in the future by involving them in the process and training them.

Execution & Business ViabilityHOW CAN OUR SOLUTION BE IMPLEMENTED AND SUCCESSFUL?

Key partners Key activities

Key resources

Value propositions

Customer relations

Channels

Customer segments

Cash inflow Cash outflow

● Political● Cultural● Social

❖ Village doctors

❖ Small shopkeepers, hawkers etc

❖ Family heads, children (above 16)

❖ Procuring vaccines

❖ Gathering task force

❖ Awareness

❖ Vaccination process

❖ Influencers

❖ Vaccines❖ Employees❖ Mini vans❖ Funds

❖ Behavioural change

❖ Persuade people in rural India to get vaccinated.

❖ Make the process of vaccination convenient.

❖ Incentivise vaccination and promote community development

❖ One-on-one approach

❖ Emotional connect with rural people

❖ Vaccine Manufacturer

❖ Mobilise through mini vans

❖ Rural areas

❖ Age 18+

● Posters● Infographics● One-on-one● WhatsApp● Facebook

❖ Communication Channels

❖ Renting out ad spaces behind the minivan❖ Donations and Crowdfunding❖ Government aid-

A few beneficial govt schemes- Rural Infrastructural Development fund. Prime Minister’s Employment Generation programme.

❖ Printing costs for advertising & awareness campaign❖ Post covid vaccine care ❖ Cost of vaccine procurement❖ Minivan procurement & running cost❖ Payment to employees & volunteers❖ Incentives and reward money

Back End Work

Procurement of vaccines

Approach government officials regarding ration card limit

Procurement of mini vans Training task force

Connecting with nearest hospital for severe post vaccination symptoms

Frequency of vans and batches

Que-up Diagram

Male Queue

Female Queue

Front of the van

Queue forvaccination

Regulation Diagram

Data Collection Forms

क्या यह संभव है?

हाँ !