"Break The Chain" Campaign

To Combat Coronavirus
In the spread of coronavirus or COVID-19 virus across the state, the Kerala
government has launched a mass hand washing social marketing campaign
named ''break the chain”. The campaign aims to educate people about the
importance of public and personal hygiene. It is urging people to use hand
sanitizers when they are outdoors Hand hygiene having been hailed as the most
effective way to break the transmission of the virus causing COVID 19, the
Health Department has launched a campaign to encourage public to adopt the
habit of frequently washing hands or disinfecting them using a hand sanitiser.
The public behaviour was largely responsible for the speedy transmission of
COVID-19 and that adoption of hand hygiene and practising social distancing
can to a large extent be protective against the virus.
Handwashing should be complemented by maintaining proper respiratory
hygiene, avoiding touching on face unnecessarily and by doing away with social
greetings like handshakes.

Marketing mix
Price
Hand sanitisers available in the market cost anywhere between ₹150 to ₹200
for 100 ml, while KSDP (Kerala State Drugs and Pharmaceuticals) will sell
them for ₹125 for a 500 ml bottle.
Product
Kerala State Drugs and Pharmaceuticals (KSDP), a public sector undertaking
based in Alappuzha, has begun production of hand sanitisers, in order to beef up
availability. The immediate target is to produce one lakh bottles in 10 days for
the Kerala Medical Services Corporation. Face masks from jail tailors are also
produced and supplied all over the state.
Promotion
The Kerala government has launched posters regarding the ‘Break the Chain’
campaign. Sportspersons too have joined in the campaign to promote personal
hygiene in view of the spread of COVID-19. The campaign has been receiving a
positive response from the public, with a lot of actors and celebrities too joining
to promote it All of the sporting stars who are part of the campaign recorded
videos promoting handwashing and personal hygiene and spread them through
their social media pages. They spoke on the need to use hand sanitisers and
follow hygienic practices in public places too.
Techies at Infopark have taken up the State government’s Break the Chain
campaign to fend off the COVID-19 scare by turning it into a challenge. People
can capture images of sanitisation measures they have taken at their homes or
apartments by keeping sanitisers in common spaces and entrances and tag it
along the Facebook account of Progressive Techies and challenge others,”
Place
Sanitisers have been made available in all offices.