Chai Ka Nishaan (Tea Stain) This stain will never go away

In Pakistan the House of Charity has been partnered with Shalamar Hospital since 1997. In 2017 we have established Burn and Plastic Surgery department at Shalamar Hospital in Lahore, Pakistan. Using a holistic approach towards treatments, these 12 bedded facilities offers treatment to acute burn and post burn patients. We have two plastic surgeons and full staff on board. Two of our burn patients that were treated in Shriner’s Hospital Galveston in 2002 have studied nursing and now working as an acute care nurse.

In 2019 The House of Charity, Shalamar Hospital and Babar Ali foundation launched a Chai Ka Nishaan (tea Stain) Burn Prevention. This Burn Prevention campaign was developed to cater specifically to Pakistan audience definitely not for global. The average Pakistani household is an extended multi-generational joint-family living structure. The campaign which is composed of videos, website, story books and poster materials has been designed with sensitivities to Pakistani culture and way of life. The campaign has been thoroughly vetted by families of burn victims who universally wanted to share their experiences with society at large.

Our research data establishes that most Scald Burns in Pakistan are from Hot Tea with the vast majority of victims being children in their home environs. It is estimated that about half a billion cups of hot tea are prepared and consumed every day in Pakistan. Hot tea is indeed Pakistan’s comfort beverage! Pakistanis drink it incessantly at all times, occasions and locations and for all reasons or for no reason at all. Hot tea is a way of life! And when it comes to tea – the hotter the tea the better! The proximity of tea in Pakistani lives has made the society immune to the dangers inherent in the preparation, transportation, presentation and consumption of hot tea leading to a loss of realization that a cup of hot tea can and does burn like fire. People have become almost too casual about hot tea which leads to catastrophic burns and life-threatening situations on a daily basis.

This campaign is designed to help Pakistani society realize the danger of hot tea spillage and reinforce cautionary behavior towards handling hot tea. The objective is to reduce the incidence of burns with hot tea. We are also imparting First Aid education for Scald accidents to the general public to reduce the severity of burns and effect reduction of infections in burn wounds. We are working hard to dispel entrenched myths of treatment of burns by infectants such as oil, ink, sugar, toothpaste, detergent etc.

We conducted a research to evaluate the problem and to identify the underline causes in order to design the Prevention Campaign. We collected and studied data of patients’ treated at Shalamar Hospital from Jan 2018 to Dec 2018. The results were shocking as we found that:
• 80% of all burns in children under the age of 7 were related to one culprit – HOT TEA – GRAM CHAI
• Tragically children were almost universally burnt in their own homes and accidentally by their family member
• Sadly after talking to parents we discovered that these incidents and accidents were entirely preventable
Our research data establishes that most Scald Burns in Pakistan are from Hot Tea with the vast majority of victims being children in their home environs. It is estimated that about half a billion cups of hot tea are prepared and consumed every day in Pakistan. Hot tea is indeed Pakistan’s comfort beverage! Pakistanis drink it incessantly at all times, occasions and locations and for all reasons or for no reason at all. Hot tea is a way of life! And when it comes to tea – the hotter the tea the better! The proximity of tea in Pakistani lives has made the society immune to the dangers inherent in the preparation, transportation, presentation and consumption of hot tea leading to a loss of realization that a cup of hot tea can and does burn like fire. People have become almost too casual about hot tea which leads to catastrophic burns and life-threatening situations on a daily basis.

With the result of the data the campaign was designed and launched. The theme used is #Chai ka Nishaan (Tea Stain). The theme was developed by Ali Rez of BBDO Dubai. Ali Rez ranked amongst the top 15 Creative Directors, the top 10 Art Directors in the world and named the 2018 South Asia Creative Person of the Year by Campaign magazine.

Campaign features an eye-opening film (TVC) with real burn victims. The spot, which begins by asking children “Who burnt you?” receives responses such as “My mom did,” while ending with the powerful message: “This tea stain never goes away.” Link is: https://burns.pk/learn-more/

Campaign also features launch of website, KV photo shoot, and story book in native language called Izza ki chai party (Izza’s tea party): https://www.youtube.com/watch?v=RkaoOZsAah8

The result of the launch was amazing. It became one of the most interactive campaigns on social platform organically. Follow it on: #ChaiKaNishaan. We have also received endorsement from high qualified health professionals of Pakistan and around the globe.