{"id":14627,"date":"2021-03-28T12:09:00","date_gmt":"2021-03-28T17:09:00","guid":{"rendered":"https:\/\/fhcorp2.wpengine.com\/?post_type=work&#038;p=14627"},"modified":"2021-07-14T10:41:12","modified_gmt":"2021-07-14T15:41:12","slug":"putting-protein-deficiency-on-agenda","status":"publish","type":"work","link":"https:\/\/fleishmanhillard.com\/work\/putting-protein-deficiency-on-agenda\/","title":{"rendered":"Putting Protein Deficiency on the Public Agenda Mid-Pandemic"},"content":{"rendered":"\n<div class=\"container cs-content_sidebar sticky-section\"\n     data-section-title=\"The Ask\">\n            <div class=\"row justify-content-md-center justify-content-lg-start\">\n            <div class=\"col-md-11 offset-lg-1\">\n                <div class=\"eyebrow medium bold\"\n                     data-aos=\"fade-up\">the ask<\/div>\n            <\/div>\n        <\/div>\n        <div class=\"row justify-content-md-center justify-content-left-start\">\n        <div class=\"col-md-7 offset-lg-1\">\n                            <div class=\"row\">\n                    <div class=\"col-md-10 col-lg-11\">\n                        <h3 class=\"bold title side-line side-line-before side-line-light\"\n                            data-aos=\"fade-up\">Gain traction for a non-pandemic health concern in a pandemic-focused world \u2014 speak to protein deficiency without ignoring the global issue.<\/h3>\n                    <\/div>\n                <\/div>\n                                        <div class=\"row\">\n                    <div class=\"col-md-10 col-lg-10\">\n                        <div class=\"content body x-large\"\n                             data-aos=\"fade-up\">93% of India\u2019s population is uneducated about daily protein requirements. 68% is protein deficient. Right to Protein launched in mid-2019 as the nation\u2019s first public awareness initiative for protein deficiency. Just as it was gaining momentum, COVID-19 took over. Right to Protein needed to stay true to its cause without seeming tone-deaf to the big picture.<\/div>\n                    <\/div>\n                <\/div>\n                    <\/div>\n\n\n        <div class=\"col-md-4 col-lg-3 offset-lg-1 sidebar\" data-aos=\"fade-up\">\n                                                                            <div class=\"sidebar-title body x-large bold\">Expertise Applied<\/div>\n                                        <ul class=\"links\">\n                                                    <li>\n                                <a href=\"https:\/\/fleishmanhillard.com\/what-we-do\/media-platforms-storytelling\/\" class=\"link small\">Media, Platforms and Storytelling<\/a>\n                            <\/li>\n                                                        <li>\n                                <a href=\"https:\/\/fleishmanhillard.com\/what-we-do\/public-affairs\/\" class=\"link small\">Public Affairs<\/a>\n                            <\/li>\n                                                        <li>\n                                <a href=\"https:\/\/fleishmanhillard.com\/what-we-do\/true-global-intelligence\/\" class=\"link small\">Intelligence, Insights and Measurement<\/a>\n                            <\/li>\n                                                <\/ul>\n                    \n                    <\/div>\n    <\/div>\n<\/div>\n\n\n\n<div id=\"video-block_60259f529f8e5\"\n     class=\"container-fluid video-container  video alignfull\"\n     data-section-title=\"\">\n    <div class=\"row video-cover p-0\">\n                    <img decoding=\"async\" class=\"p-0\" src=\"https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2021\/03\/Screenshot-2021-03-25T233209.482.png\" alt=\"\"\n                 class=\"cover\">\n                <div class=\"play-btn\">\n            <div class=\"eyebrow large bold\">PLAY<\/div>\n        <\/div>\n\n        <div class=\"video-player\" data-src=\"https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2021\/03\/Protein-Mein-Kya-Hai_.mp4\"\n             data-type=\"selfHosted\"><\/div>\n    <\/div>\n<\/div>\n\n\n<div class=\"container-fluid cs-content sticky-section\" data-section-title=\"Our Solution\">\n  <div class=\"container ps-0 pe-0\">\n            <div class=\"row justify-content-md-center justify-content-lg-start\">\n            <div class=\"col-md-11 offset-lg-1\">\n                <div class=\"eyebrow medium bold\" data-aos=\"fade-up\">our solution<\/div>\n            <\/div>\n        <\/div>\n        <div class=\"row justify-content-md-center justify-content-lg-start\">\n        <div class=\"col-md-11 col-lg-9 offset-lg-1\">\n            <div class=\"row\">\n                <div class=\"col-md-9 col-lg-12\">\n                                            <h3 class=\"bold title side-line side-line-before side-line-light\" data-aos=\"fade-up\">Marry the two health subjects and make protein deficiency relevant to the louder conversation.<\/h3>\n                    \n                                            <div class=\"content body x-large\" data-aos=\"fade-up\"><p>We conducted research that showed protein played a critical role in long-term physical immunity, and protein metabolism plays an important role in immunity against infections. Immunity, the number one goal on everyone\u2019s mind, was the way in. And the <em>Protein For Better Immunity<\/em> campaign was born.<\/p>\n<p>From lockdown recipes and protein-rich grocery lists to work-from-home meal plans, we served up content that made a tangible impact on altered lifestyles. And we promoted it through lockdown\u2019s most-consumed channels: TV and digital. Nutritionists, researchers, celebrity chefs, fitness consultants and wellness coaches chimed in, voicing the importance of eating well during a pandemic and how protein boosts immunity over time.<\/p>\n<\/div>\n                                        \n                <\/div>\n            <\/div>\n        <\/div>\n    <\/div>\n  <\/div>\n<\/div>\n\n\n<figure class=\"wp-block-gallery columns-4 is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\"><ul class=\"blocks-gallery-grid\"><li class=\"blocks-gallery-item\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"591\" height=\"593\" src=\"https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2021\/03\/Screenshot-2021-03-31T102940.897-crop.png\" alt=\"\" data-id=\"15386\" data-full-url=\"https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2021\/03\/Screenshot-2021-03-31T102940.897-crop.png\" data-link=\"https:\/\/fleishmanhillard.com\/work\/putting-protein-deficiency-on-agenda\/screenshot-2021-03-31t102940-897-crop\/\" class=\"wp-image-15386\" srcset=\"https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2021\/03\/Screenshot-2021-03-31T102940.897-crop.png 591w, https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2021\/03\/Screenshot-2021-03-31T102940.897-crop-300x300.png 300w, https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2021\/03\/Screenshot-2021-03-31T102940.897-crop-150x150.png 150w\" sizes=\"auto, (max-width: 591px) 100vw, 591px\" \/><\/figure><\/li><li class=\"blocks-gallery-item\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"589\" height=\"590\" src=\"https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2021\/03\/Screenshot-2021-03-25T231216.685.png\" alt=\"\" data-id=\"14629\" data-full-url=\"https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2021\/03\/Screenshot-2021-03-25T231216.685.png\" data-link=\"https:\/\/fleishmanhillard.com\/work\/putting-protein-deficiency-on-agenda\/screenshot-2021-03-25t231216-685\/\" class=\"wp-image-14629\" srcset=\"https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2021\/03\/Screenshot-2021-03-25T231216.685.png 589w, https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2021\/03\/Screenshot-2021-03-25T231216.685-300x300.png 300w, https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2021\/03\/Screenshot-2021-03-25T231216.685-150x150.png 150w\" sizes=\"auto, (max-width: 589px) 100vw, 589px\" \/><\/figure><\/li><li class=\"blocks-gallery-item\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"599\" height=\"598\" src=\"https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2021\/03\/Screenshot-2021-03-31T103015.227.png\" alt=\"\" data-id=\"15385\" data-full-url=\"https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2021\/03\/Screenshot-2021-03-31T103015.227.png\" data-link=\"https:\/\/fleishmanhillard.com\/screenshot-2021-03-31t103015-227\/\" class=\"wp-image-15385\" srcset=\"https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2021\/03\/Screenshot-2021-03-31T103015.227.png 599w, https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2021\/03\/Screenshot-2021-03-31T103015.227-300x300.png 300w, https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2021\/03\/Screenshot-2021-03-31T103015.227-150x150.png 150w\" sizes=\"auto, (max-width: 599px) 100vw, 599px\" \/><\/figure><\/li><li class=\"blocks-gallery-item\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"594\" height=\"592\" src=\"https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2021\/03\/Screenshot-2021-03-25T231125.565.png\" alt=\"\" data-id=\"14628\" data-full-url=\"https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2021\/03\/Screenshot-2021-03-25T231125.565.png\" data-link=\"https:\/\/fleishmanhillard.com\/work\/putting-protein-deficiency-on-agenda\/screenshot-2021-03-25t231125-565\/\" class=\"wp-image-14628\" srcset=\"https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2021\/03\/Screenshot-2021-03-25T231125.565.png 594w, https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2021\/03\/Screenshot-2021-03-25T231125.565-300x300.png 300w, https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2021\/03\/Screenshot-2021-03-25T231125.565-150x150.png 150w\" sizes=\"auto, (max-width: 594px) 100vw, 594px\" \/><\/figure><\/li><\/ul><\/figure>\n\n\n    \n<div class=\"container-fluid impact sticky-section\" data-section-title=\"The Impact\">\n  <div class=\"container\">\n\n    <div class=\"row justify-content-center\">\n      <div class=\"col-md-8\">\n                    <div class=\"eyebrow medium bold\" data-aos=\"fade-up\">the impact<\/div>\n                            <h3 class=\"title bold\" data-aos=\"fade-up\">Protein For Better Immunity joined India\u2019s nutrition agenda, shifting calorie focus from quantity to quality.<\/h3>\n                            <div class=\"body x-large\" data-aos=\"fade-up\">Fueled by pandemic context, conversation around protein and support for the cause just kept growing \u2014 among Indian households, on celebrity platforms and at the government level. Chatter grew to five times the norm after Right to Protein was featured on primetime TV during the Indian prime minister\u2019s speech. \r\n<\/div>\n              <\/div>\n    <\/div>\n\n        <div class=\"row justify-content-center numbers\">\n                    <div class=\"col-md-3 animated_number\" data-aos=\"fade-up\">\n                <div id=\"hits\" class=\"bold number-container\"><span class=\"number\">150<\/span>M+<\/div>\n                <div class=\"body large bold description\">people reached (in 3.5 months)<\/div>\n            <\/div>\n                            <div class=\"col-md-3 offset-md-2 animated_number\" data-aos=\"fade-up\">\n                <div id=\"impressions\" class=\"bold number-container\"><span class=\"number\">20<\/span>+<\/div>\n                <div class=\"body large bold impressions\">Key Opinion Leaders (KOLs) joined the conversation<\/div>\n            <\/div>\n            <\/div>\n    \n    <div class=\"row justify-content-center\">\n                    <div class=\"col-md-8 ps-sm-0 pe-sm-0\">\n                <img decoding=\"async\" src=\"https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2020\/12\/FH_com_case_stats_protein.png\" alt=\"\" class=\"results\" data-aos=\"fade-up\">\n            <\/div>\n                    <\/div>\n\n    <div class=\"row justify-content-center cards-container\">\n      <div class=\"col-md-11 ps-md-0\">\n        <!-- prettier ignore -->\n        <div class=\"row cards\">\n            \n<div class=\"col-lg-4 cards-container\" data-aos=\"fade-up\">\n\n    \n<div class=\"unclicable-card award \" data-aos=\"fade-up\">\n            <div class=\"icon\">\n                                        <img decoding=\"async\" class=\"img-icon\"\n                     src=\"https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2021\/03\/1601751051845-1.jpg\"\/>\n                    <\/div>\n                    <h4 class=\"title bold\">Best Use of Social Media<\/h4>\n            <div class=\"body x-large content\">@@body<\/div>\n            <div class=\"bottom\">\n                <div class=\"body large bold author\">@@author<\/div>\n                <div class=\"body large\">Public Relations Council of India (PRCI) Excellence Awards 2020<\/div>\n            <\/div>\n            <div class=\"eyebrow medium type\"><span class=\"rotated side-line side-line-after side-line-dark\">award<\/span>\n            <\/div>\n            \n<\/div>\n    <div class=\"spacer\" style=\"height: 80px\"><\/div>\n\n<\/div>\n<div class=\"col-lg-4 cards-container\" data-aos=\"fade-up\">\n\n    \n<div class=\"unclicable-card award white\" data-aos=\"fade-up\">\n            <div class=\"icon\">\n                                        <img decoding=\"async\" class=\"img-icon\"\n                     src=\"https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2021\/03\/1601751051845-1.jpg\"\/>\n                    <\/div>\n                    <h4 class=\"title bold\">Best Education Campaign<\/h4>\n            <div class=\"body x-large content\">@@body<\/div>\n            <div class=\"bottom\">\n                <div class=\"body large bold author\">@@author<\/div>\n                <div class=\"body large\">Public Relations Council of India (PRCI) Excellence Awards 2020<\/div>\n            <\/div>\n            <div class=\"eyebrow medium type\"><span class=\"rotated side-line side-line-after side-line-dark\">award<\/span>\n            <\/div>\n            \n<\/div>\n    <div class=\"spacer\" style=\"height: 80px\"><\/div>\n\n<\/div>\n<div class=\"col-lg-4 cards-container\" data-aos=\"fade-up\">\n\n    \n<div class=\"unclicable-card award \" data-aos=\"fade-up\">\n            <div class=\"icon\">\n                                        <img decoding=\"async\" class=\"img-icon\"\n                     src=\"https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2021\/03\/1601751051845-1.jpg\"\/>\n                    <\/div>\n                    <h4 class=\"title bold\">Best Use of Content<\/h4>\n            <div class=\"body x-large content\">@@body<\/div>\n            <div class=\"bottom\">\n                <div class=\"body large bold author\">@@author<\/div>\n                <div class=\"body large\">Public Relations Council of India (PRCI) Excellence Awards 2020<\/div>\n            <\/div>\n            <div class=\"eyebrow medium type\"><span class=\"rotated side-line side-line-after side-line-dark\">award<\/span>\n            <\/div>\n            \n<\/div>\n    <div class=\"spacer\" style=\"height: 80px\"><\/div>\n\n<\/div>\n<div class=\"col-lg-4 cards-container\" data-aos=\"fade-up\">\n\n    \n<div class=\"unclicable-card award white\" data-aos=\"fade-up\">\n            <div class=\"icon\">\n                                        <img decoding=\"async\" class=\"img-icon\"\n                     src=\"https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2021\/03\/Webp.net-resizeimage-83.png\"\/>\n                    <\/div>\n                    <h4 class=\"title bold\">Digital and Print Media<\/h4>\n            <div class=\"body x-large content\">@@body<\/div>\n            <div class=\"bottom\">\n                <div class=\"body large bold author\">@@author<\/div>\n                <div class=\"body large\">PRovoke Asia Pacific Innovation SABRE (In2SABRE) Awards 2020<\/div>\n            <\/div>\n            <div class=\"eyebrow medium type\"><span class=\"rotated side-line side-line-after side-line-dark\">award<\/span>\n            <\/div>\n            \n<\/div>\n    <div class=\"spacer\" style=\"height: 80px\"><\/div>\n\n<\/div>\n<div class=\"col-lg-4 cards-container\" data-aos=\"fade-up\">\n\n    \n<div class=\"unclicable-card award blue\" data-aos=\"fade-up\">\n            <div class=\"icon\">\n                                        <img decoding=\"async\" class=\"img-icon\"\n                     src=\"https:\/\/fleishmanhillard.com\/wp-content\/uploads\/2021\/03\/Webp.net-resizeimage-83.png\"\/>\n                    <\/div>\n                    <h4 class=\"title bold\">PSA \u2014 Broadcast, Digital or Print<\/h4>\n            <div class=\"body x-large content\">@@body<\/div>\n            <div class=\"bottom\">\n                <div class=\"body large bold author\">@@author<\/div>\n                <div class=\"body large\">PRovoke Asia Pacific Innovation SABRE (In2SABRE) Awards 2020<\/div>\n            <\/div>\n            <div class=\"eyebrow medium type\"><span class=\"rotated side-line side-line-after side-line-dark\">award<\/span>\n            <\/div>\n            \n<\/div>\n    <div class=\"spacer\" style=\"height: 80px\"><\/div>\n\n<\/div>\n<div class=\"col-lg-4 cards-container\" data-aos=\"fade-up\">\n\n    \n<div class=\"unclicable-card quote \" data-aos=\"fade-up\">\n            <div class=\"icon\">\n                            <i style=\"font-size: 50px;\"\n                   class=\"custom-icon icon-icon_quote icon\"><\/i>\n                                <\/div>\n                    <h4 class=\"title bold\">@@title<\/h4>\n            <div class=\"body x-large content\">Right to Protein declares February 27 as India\u2019s first \u2018Protein Day\u2019<\/div>\n            <div class=\"bottom\">\n                <div class=\"body large bold author\">Hindustan Times<\/div>\n                <div class=\"body large\"><\/div>\n            <\/div>\n            <div class=\"eyebrow medium type\"><span\n                        class=\"rotated side-line side-line-before side-line-blue\">quote<\/span><\/div>\n            <\/div>\n    <div class=\"spacer\" style=\"height: 80px\"><\/div>\n\n<\/div>            \n        <\/div>\n\n      <\/div>\n    <\/div>\n\n  <\/div>\n<\/div>\n\n    \n\n    <div class=\"content-fluid related-content-container \"\n         data-section-title=\"\">\n        <div class=\"container\">\n            <div class=\"row justify-content-center\">\n                <div class=\"col-md-11\">\n                                            <div class=\"eyebrow medium bold\"\n  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Thinking<\/div>\n    <h4 class=\"title bold\">Compassionate Communications in Brand Marketing<\/h4>\n    <div class=\"date body medium\">October 6, 2020<\/div>\n    <a class=\"arrow btn-fh btn-primary dark\" href=\"https:\/\/fleishmanhillard.com\/2020\/10\/compassionate-communications-in-brand-marketing\/\" target=\"_self\">\n      <i class=\"custom-icon icon-icon_big_arrow_right\"><\/i>\n    <\/a>\n  <\/div>\n<\/li>\n<li class=\"splide__slide\">\n  <div class=\"carousel-card\">\n    <div class=\"eyebrow medium bold\">Our Thinking<\/div>\n    <h4 class=\"title bold\">The Food and Beverage Industry Post Pandemic: A 2.0 Recipe to Recovery<\/h4>\n    <div class=\"date body medium\">August 4, 2020<\/div>\n    <a class=\"arrow btn-fh btn-primary dark\" href=\"https:\/\/fleishmanhillard.com\/2020\/08\/the-food-and-beverage-industry-post-pandemic-a-2-0-recipe-to-recovery\/\" target=\"_self\">\n      <i class=\"custom-icon icon-icon_big_arrow_right\"><\/i>\n    <\/a>\n  <\/div>\n<\/li>\n<li class=\"splide__slide\">\n  <div class=\"carousel-card\">\n    <div class=\"eyebrow medium bold\">Our Work<\/div>\n    <h4 class=\"title bold\">Saving a Decades-Long Tradition Threatened by COVID-19<\/h4>\n    <div class=\"date body medium\">February 20, 2021<\/div>\n    <a class=\"arrow btn-fh btn-primary dark\" href=\"https:\/\/fleishmanhillard.com\/work\/saving-a-decades-long-tradition\/\">\n      <i class=\"custom-icon icon-icon_big_arrow_right\"><\/i>\n    <\/a>\n  <\/div>\n<\/li>\n                            <\/ul>\n                        <\/div>\n                    <\/div>\n\n                <\/div>\n            <\/div>\n        <\/div>\n    <\/div>\n\n    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