BY ADNAN R AMIN
In 2016, the Global Alliance for Clean Cookstoves contracted social and behavior change communication (SBCC) agency Purplewood, to carry out a pilot behavior change and demand generation campaign in 12 districts. PW distanced the effort from existing associations of improved cookstoves and adopted a category branding approach. The category was called, ‘Modern Stoves’. By the end of the campaign, brand, logo and product benefit recall had jumped to 80 percent. The following are some learnings from the effort.Continue Reading..