ZEE pauses its content to #BreakTheCoronaOutbreak Posted on


Conceptualised by Lowe Lintas, the initiative is live across the network


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), a leading media & entertainment powerhouse, has taken a first-of-its-kind 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 an average, humans could touch their face over 23 times in every waking hour and there could be many such other spontaneous contact points. Repeated handwashing is a precautionary measure to prevent the spread of virus. However, awareness alone cannot drive the kind of behavior change that is required at scale. Taking the initiative to create a unique reminder for its viewers, ZEE has decided to pause the content across its 40+ channels with 30 second breaks throughout the day. 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.”

#BreakTheCoronaOutbreak initiative has been rolled out across 40+ channels of the ZEE network, collectively reaching approximately 588 million individuals across the country every week. As a responsible organisation, ZEE aims to support the authorities in their awareness drive against the COVID-19, through a sharp behavioural reminder using its strength as a television network to reach out to the length and breadth of the country.