GSK announced a partnership with veteran actor Amitabh Bachchan to raise awareness about shingles, a painful condition that affects 1 out of 3 adultsabove the age of 50 years . The campaign film captures the agonising pain caused by shingles and its impact on people living with it, highlighting the importance of vaccination to protect ageing adults from this pain.
Shingles is caused by the same virus as chickenpox, which remains inactive after a person recovers. When immunity weakens, it re-activates to cause shingles. 90% of Indians by the age of 50 have this virus in their body and are vulnerable to it. Dr Rashmi Hegde, Medical Director, GSK, said, “We believe this will persuade more people to talk to their doctors about protecting themselves or their loved ones fromshingles.”
Also Mr. Amitabh Bachchan said, “Shingles is known to be painful and thus certainly a setback to Senior Citizens. For prevention against Shingles, I recommend the seniorcitizens to talk to their doctors.”Lowe Lintas’ film captures the intensity of shingles pain through powerful metaphors and images, based on scientifically documented patient testimonies.
