Bronze
Creative Strategy
Partnership & Collaboration
Entrant: | Ogilvy, Nairobi |
Brand: | MyDawa & Kenya Red Cross |
Title: | "First Boda" |
Corporate Name of Client: | MyDawa & Kenya Red Cross |
Client Company: | MyDawa, Nairobi |
Client President: | Al Theuri Mwangi |
Senior Client Brand Manager: | Monica Orero |
Agency: | Ogilvy Africa, Nairobi |
Agency Chief Executive Officer: | Vikas Mehta |
Chief Creative Officer: | Delna Sethna |
Executive Creative Director: | Alex van Niekerk |
Group Creative Director: | Keenan Mulvaney |
Associate Creative Directors: | Fidel Okoth/Divya Buddhdev |
Agency Motion Designer: | Newton Gathogo |
Agency Account Manager: | Jeffrey Watanu |
Description:
With only 400 ambulances serving over 54 million people, emergency medical response times can exceed two hours, drastically reducing survival rates.
Traditional methods of emergency response struggle to keep pace in this environment, leading us to rethink how we could address this long-standing issue.
With no dedicated lanes for emergency services, survival rates in Kenya are up to 30-40 times lower than in industrialised nations due to delayed emergency response.
This crisis leaves accident victims vulnerable to severe complications like excessive bleeding, infections, and unqualified crowd interference, often resulting in tragic outcomes such as amputations or lifelong disabilities. In a country where healthcare is neither easily accessible nor affordable, these delays can be life-altering.
Introducing First Boda—an innovative initiative that aims to transform over 200,000 Boda-Boda (motorcycle) delivery riders in Nairobi into first responders. In collaboration with MyDawa, Kenya’s leading medical delivery service, and the Kenya Red Cross, we equipped these riders with basic emergency medical technician (EMT) skills. Leveraging their ubiquitous presence and unparalleled mobility, First Boda riders are now empowered to provide immediate, critical care at accident scenes, stabilising victims before professional EMT help arrives.
Our intensive training sessions, led by certified medical professionals supplied by the Kenya Red Cross, equipped our entire fleet with essential first-response skills.
From managing burns, fractures, and excessive bleeding to preventing infections and stabilising spine or head injuries, the training also included basic crowd control measures, ensuring safer and faster interventions at accident scenes.
This project exemplifies a bold departure from conventional emergency response strategies, utilising an existing network in an entirely new way. First Boda reimagines Boda-Boda riders—not just as delivery personnel but as a lifeline within Nairobi’s complex urban landscape.
By activating this underutilised resource, we’ve created a dynamic and scalable solution that not only addresses a pressing societal issue but also redefines the role of everyday citizens in community safety.
Our emergency kits, custom-made to attach seamlessly to the delivery bikes, ensure that critical medical supplies are always on hand. This novel approach has already impacted over 97 suburbs, potentially reducing fatalities by up to 30%, with plans underway for national expansion.
First Boda is more than just a program; it’s a forward-thinking movement that challenges the status quo, breaks new barriers, and sets a new standard for emergency response in urban areas.
This initiative highlights MyDawa’s commitment to innovation and social impact, demonstrating how businesses can evolve beyond traditional boundaries to address urgent societal needs.
By turning an everyday presence on our roads into a proactive force for good, First Boda not only saves lives but also paves the way for future innovations in urban safety and community-driven solutions.