ZEE pauses its content to #BreakTheCoronaOutbreak

ZEE #BreakTheCoronaOutbreak

Taking the initiative to create a reminder for its viewers to wash their hands, ZEEL has launched #BreakTheCoronaOutbreak. This ‘pause’ in the content across its channels with a 30-second break throughout the day aims to encourage the audience to maintain basic hygiene during breaks.

As the Government of India takes continued efforts to encourage good hygiene behavior to safeguard people against the Covid-19 pandemic, it is critical that people act proactively and take precautionary measures to protect themselves and their loved ones. Zee Entertainment Enterprises Ltd. (ZEEL) launches an initiative – #BreakTheCoronaOutbreak, for the well-being of its audiences.

Maintaining basic hygiene by washing your hands regularly has been identified as one of the key steps to prevent the spread of the Coronavirus, as per the World Health Organization guidelines. As per the Association for Professionals in Infection Control and Epidemiology, on average, humans could touch their face over 23 times every waking hour and there could be many such other spontaneous contact points. Repeated handwashing is a precautionary measure to prevent the spread of the virus. However, awareness alone cannot drive the kind of behavior change that is required at scale.

Taking the initiative to create a reminder for its viewers, ZEE has decided to pause the content across its channels with a 30-second break throughout the day.

Also read: Paytm partners with Unilever & YouWeCan to fight COVID-19

Conceptualized by Lowe Lintas, ‘pause’ will encourage viewers in a creative manner, to use the break to wash their hands.

Prathyusha Agarwal, Chief Consumer Officer, Zee Entertainment Enterprises Ltd.
(ZEEL) said, “As a responsible national television network which entertains 588 million individuals every week, it is our duty to educate and encourage every citizen to adopt and
practice healthy habits to fight this pandemic. While several brands are driving awareness
around good hygiene, we believe this initiative to pause content and remind our audience to wash their hands will actually drive behavior. Pausing our content when the audience is most engaged will act as an in-home trigger to wash hands and contribute towards combating the spread of the outbreak.”

Talking about the initiative, Sagar Kapoor, CCO, Lowe Lintas said, “Having worked on health
and hygiene brands for years, my learning is no matter how much we remind people for washing hands, there will always be laggards. Its importance is at a peak in today’s situation. Hence, a straightforward reminder to wash hands with soap.”

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