GlaxoSmithKline Pharmaceuticals Limited (GSK) announced the launch of a new public awareness initiative called Project 90. The campaign features Soha Ali Khan, Milind Soman, Neelam Soni, and Rohan Bopanna to raise awareness about shingles.

Chickenpox is produced by the same varicella-zoster virus that also causes shingles, a disease of the nerves. After a person recovers from chickenpox, the virus stays dormant in the nerves of the body and can reactivate at any moment. This is most common in elderly persons over 50 who have compromised immune systems and can result in shingles. Since the virus may be present in more than 90% of Indians over 50, the initiative is known as Project 90.

The multi-phase social media effort began with invasive “Project 90” pop-ups and spam that mimicked taking over the celebrities’ Instagram accounts. The celebrities’ followers were led to believe that Project 90 had interfered with their Instagram accounts to raise awareness of the campaign and create a buzz; this interference was meant to resemble the possibility of a virus resurfacing at any time to cause disruptions in the lives of elderly people. Soha Ali Khan, Milind Soman, Neelam Soni, and Rohan Bopanna presented educational videos about the condition and emphasized that people 50 years of age and above are at an increased risk of developing shingles.

GlaxoSmithKline India’s Medical Director, Dr. Rashmi Hegde said, “With this campaign, we want to increase awareness about shingles for people above the age of 50. Previous research indicates that more than 90% of Indians who are 50 years of age or older may carry the shingles virus.2 We are sure that the voices of famous influencers, including Rohan Bopanna, Neelam Soni, Soha Ali Khan, and Milind Soman, will raise awareness of the gravity of this illness and promote candid discussions that might prevent older adults from having to endure the agony of shingles”.

A good initiative to raise awareness about a painful disease indeed.

Priyanka Dutta