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UP Commemorates World TB Day 2018 with the #UPvsTB Campaign


#UPvsTB is an initiative by the Government of Uttar Pradesh, led by the VIDI Foundation and digitally supported by Gozoop, to spread awareness about TB in India.

Mumbai: On this World TB Day, 24 March 2018, the health department of the UP Government has committed itself to raise social awareness about Tuberculosis (TB) with the #UPvsTB campaign. The VIDI Foundation, a digital intelligence think-tank, has extended its support to make this campaign viral on social media and successfully made it one of India’s largest digital campaigns after Swachh Bharat. Gozoop, one of India’s leading integrated marketing agencies, has also extended its support to further boost the campaign digitally.


TB is one of the deadliest diseases on the planet affecting nearly a quarter of the world’s population. India alone accounts for 25% of the infected population, and the Govt. of India, with support from WHO, has pledged to completely eradicate TB by 2025. With the #UPvsTB campaign, the Govt. of UP aims to support the country in this mission. Planned around the WHO theme– Wanted: Leaders for a TB-free world, this campaign has gone viral on social media garnering 20 million impressions till date.

As part of the campaign, digital overlay/frames have been created on Facebook for people to change their profile picture to show their support towards this cause and thus, help in spreading awareness among their friends and family. Thousands of people have already joined the campaign by changing their DP. Celebrities from different fields like Shabana Azmi, R. Madhavan, Pooja Bhatt, Ravi Kishan, Huma Qureshi, Kanika Kapoor, Kailash Kher, RP Singh, Ashwini Ponnapa, Anas Edathodika, Vartika Singh, Alankrita Sahai, Disha Pandey and Arthi Venkatesh have also endorsed this cause on social media to help create maximum awareness.


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