Campaign Purpose:

On the occasion of World Environment Day, MHRC launched the campaign titled “Mindful Morning”, designed to emphasise how over 23 billion plastic toothbrushes are discarded every year, taking centuries to decompose and harming marine life.

The campaign aimed at raising awareness about the harmful environmental impact of plastic toothbrushes and encouraging a shift to eco-friendly bamboo toothbrushes.

Additionally, the campaign conveyed a message that meaningful change starts with small, daily actions, such as brushing your teeth.

Through the campaign, Mahavir Hospital reinforced its philosophy of being “Dil Se Committed” to environment-friendly practices.

Execution:

• A compelling poster was designed and circulated both online and offline, featuring a bamboo toothbrush with a hard-hitting narrative.
• MHRC’s Dental Center led a distribution drive of bamboo toothbrushes, encouraging patients and staff to embrace sustainable alternatives.
• As part of the initiative, dentists provided demonstrations on correct brushing techniques and shared oral hygiene tips to promote better dental care habits alongside environmental responsibility.


• The campaign messaging included the strong tagline “Dil Se Committed” to spread the good word, integrating brand ethos with environmental responsibility.
• A QR code directed people to the MHRC website, and an Instagram plug encouraged digital engagement and awareness sharing.
• The campaign also received additional visibility through PR coverage in media, which helped amplify the message to a wider audience beyond the hospital premises.

Result:

• 200+ bamboo toothbrushes were distributed across the hospital and its surrounding communities.
• The campaign generated positive sentiment among patients, staff, and visitors, sparking conversations around personal environmental responsibility and daily health practices.
• MHRC’s social platforms, particularly Instagram, saw a 10% increase in engagement during the campaign week.
• The campaign received additional reach and credibility through PR coverage in local media, helping amplify MHRC’s eco-conscious efforts to a broader audience.