Sehat Rasai is a government-backed vaccination outreach campaign covering 18 Union Councils across 6 districts in Sindh, Pakistan — funded by Gavi and implemented through Vital Pakistan Trust. The brief was simple but the challenge wasn’t: design a bilingual behaviour change campaign that could reach low-literacy, rural communities across Sindhi and Urdu, without a single clinic visit required. We built the full campaign identity — from logo and messaging to posters, rollups, and social media — around one idea: healthcare that comes to you.
Sindh’s underserved communities weren’t skipping vaccines, they were being left behind. Distance, low literacy, and household gatekeepers stood between a parent and a needle.
The challenge: one bilingual campaign that spoke differently to mothers, fathers, LHWs, and community leaders, across six districts, without fear-based messaging, and nothing generic.
Every decision flowed from one idea: health at your doorstep. The shield anchored the visuals, protection without aggression.
Imagery was grounded in authentic Sindhi settings and messaging was written audience-first. Mothers got pride. Fathers got responsibility. LHWs got dignity. Green instead of clinical blue because this campaign was about hope, not hospitals.
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