Stop TB Partnership

India’s TB fighting superhero wins award

14 September 2012 - Delhi - Bulgam Bhai, India’s tuberculosis (TB) fighting superhero, has won a bronze award at the country’s EMVIES media awards.

The award recognised a part of the Bulgham Bhai campaign that installed hoardings that emit coughing noises in busy areas such as pedestrian crossings, bus stops and railway stations.

The EMVIE nomination described the campaign as a captivating and fresh approach to raising awareness about a very serious public health issue. Sixteen percent of people who called a TB helpline said that it was the hoardings that prompted them to do so.

The hoardings are part of the Bulgam Bhai media campaign introduced in March 2012 as part of Project Axshya, a civil society initiative to strengthen the response to TB in India led by International Union Against Tuberculosis and Lung Disease. The campaign, which also includes TV, radio and print ads was designed in collaboration with Population Services International India and BBC World Service Trust. Its goal is to spread awareness about TB and support Project Axshya’s objective of a TB-free India through early diagnosis and effective treatment.