In a pioneering move to modernize its outreach, Mumbai's civic health department has officially entered the world of social media influence. For the first time, the department has initiated a formal dialogue with digital content creators to significantly broaden the reach of its crucial public health messages.
A Workshop to Bridge the Gap
The landmark initiative began with a dedicated workshop organized by the Mumbai District AIDS Control Society (MDACS) last week. The event successfully brought together approximately 70 digital influencers under one roof. These creators, who command followers ranging from thousands to much larger audiences, participated on a pro-bono basis. Their mission was clear: to develop engaging content that would effectively disseminate information about MDACS's work and HIV awareness.
From HIV Awareness to Broader Health Services
The collaboration, however, has the potential to extend far beyond HIV. Representatives from Express Advert, the agency involved in onboarding some influencers, revealed that plans were discussed to expand this model to cover the health department's other services. This could include promoting public hospitals, dispensaries, and even processes like birth and death registrations.
Deputy Municipal Commissioner (Health) Sharad Ughade tempered the excitement with a note of caution, stating, "It is at a very initial stage. We are exploring if it can be taken forward, but it will depend on how it progresses with MDACS first."
A Strategy Born from National Recommendation
The decision to engage social media influencers did not emerge in a vacuum. Dr. Vijaykumar Karanjkar, Additional Project Director of MDACS, explained that the strategy stemmed from a recommendation last year by the National AIDS Control Society (NACO), which operates under the Union Health Ministry. "We are encouraging creators to make reels and posts on HIV awareness, very basic myths and facts," Dr. Karanjkar said.
The early results are already visible. On World AIDS Day (December 1), an influencer with 14,000 followers tagged MDACS in a series of informative posts. These posts tackled HIV facts, emphasized the importance of treatment, and highlighted how individuals can lead long, healthy lives with the condition. This was just one example among many from creators of various follower counts, all delivering the message in creative, digestible formats.
Meghna Vaity, a participant in the MDACS workshop, pointed to the growing ecosystem for such collaborations. She mentioned an active online group for social media vloggers where similar opportunities are frequently shared.
Avni Dalal, who manages this group, confirmed its scale, noting it includes over 1,000 content creators from across Mumbai who eagerly await collaboration opportunities. Dalal outlined the common models: "There are two types of events. One where a creator attends and makes content in return for hampers or a certificate, which is good for exposure. The other is paid collaborations." She added that many from such groups have grown into significant names over time.
Industry insiders familiar with government collaborations noted a shift in strategy. The space for public service messaging, once dominated by high-cost celebrities, is increasingly being taken over by digital content creators. The driving force is a far more favorable cost-benefit ratio, a trend expected to continue until the next major shift in the digital landscape.
