How PATH Transformed Awareness Into Action Through Targeted Digital Mobilization
16 Million
Reach within vulnerable urban communities
52,300
Self referrals for free TB testing
About Client
PATH’s Take Charge Against TB initiative focuses on addressing health care inequities and reducing TB underdiagnosis across vulnerable youth in urban poor communities in India. The program targets tech-savvy youth (18-34) audiences in Delhi, Hyderabad, and Pune using localized messaging, relatable narratives, and frictionless digital pathways to promote early symptom recognition and access to free government testing.
Business Challenge
Reaching vulnerable urban youth required overcoming low TB literacy, widespread stigma, and fragmented digital behavior. Traditional awareness approaches lacked resonance, and there was no measurable funnel linking exposure to a real health action. PATH sought to bridge this gap by designing a digital model capable of not just creating awareness, but driving high-intent engagement and converting it into measurable health-seeking behaviors.
Business Impact
The campaign exceeded key targets with over 1.8 million self-screening events and strong engagement reflected in a 135% KPI achievement. It improved TB health literacy, normalized conversations in multiple languages, and demonstrated cost-efficient social impact at scale.
The innovative approach recommended by the Tatvic team to identify and understand the target audience enabled strong execution against high intent segments. Tailoring digital outreach channels through use of granular data over short periods is testament to the team’s expertise in optimizing for impact. We appreciate the team’s trailblazing role in social impact campaigns and look forward to working together.
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