Mobile Veterinary Clinic & Progeny Show
Free doorstep animal healthcare and quality-breed promotion for marginal farmers across four divisions of Bangladesh.
Nearly One Lakh Animals Treated Free — At The Farmer's Doorstep
Over a ~50-day window (Apr–Jun 2026), two field teams ran free mobile veterinary clinics and AI progeny shows across northern and south-western Bangladesh, exceeding the camp target and distributing nearly all stocked medicine.
97,534
Animals received free services
13,368
Marginal farmers registered
across 4 divisions, 2 teams
99.9%
Medicine stock utilised
254,401 of 254,700 units
13
Progeny + drama shows held
931 cattle shown, ~6,340 audience
What Worked
Camp target beaten (106/105), 2 teams sustained ~2 camps/day, and almost zero medicine left unused — a tightly executed, high-throughput operation.
What To Watch
Team-2 hit only 4 of 6 progeny shows; one Team-1 show was lost to a storm. Gift-item logbook shows shortfalls (T-shirt/cap/umbrella). Reporting needs one source of truth.
Why This Campaign Existed
BRAC AI Enterprise runs Bangladesh's largest cattle Artificial Insemination (AI) breeding network. Each year it takes free veterinary care directly to marginal farmers and livestock keepers — the people least able to reach a clinic.
Mobile Veterinary Clinic (MVC)
Registered vets treat cattle, goats and other animals free, with medicine, at the farmer's doorstep.
Progeny & Drama Show
Calves born from quality AI sires are exhibited and awarded — proving the payoff of better breeding, with an awareness drama, 'Sukher Khoni'.
Real Camps, Real Crowds, Real Care
Goals & Success Criteria
Serve Marginal Farmers Free
Bring registered-vet treatment and medicine to livestock keepers at no cost, at their doorstep.
Maximize Reach & Coverage
Run the planned camp grid across four divisions with two mobile teams.
Promote Quality Breeding
Use progeny shows to demonstrate the value of AI-bred cattle and reward top farmers.
Build Awareness & Trust
Pre-work miking, leaflets and a social drama to drive turnout and goodwill.
How It Was Executed: A Four-step Ground Engine
Pre-work
Miking & leaflet drops invite cattle owners and farmers to the free camp ahead of arrival.
Mobile clinic
Two teams, ~2 camps/day: vets register farmers, treat animals and dispense medicine free.
Progeny show
AI-bred calves judged and awarded; gifts (T-shirts, caps, umbrellas, appliances) build goodwill.
Drama & recall
Social drama 'Sukher Khoni' drives crowds and cements the breeding-quality message.
Target Audience
Marginal farmers & smallholder livestock keepers — cattle, goat and mixed-herd owners in rural northern & south-western Bangladesh.
Channels Used
Doorstep clinics · progeny competitions · street drama · miking & leaflets · gift/merchandise · QR-coded digital report · local press.
From First Camp To Final Show: ~50 Active Days
Team-1 opens in Pabna; doorstep clinics begin.
First progeny + drama shows (Rajshahi & Satkhira).
Both teams run ~2 camps/day across the divisions.
Khetlal (Joypurhat) progeny show called off — weather.
Last show in Joypurhat; campaign field work closes.
One Scorecard, Four Activities
| Activity | Target | Achieved | Key output | Status |
|---|---|---|---|---|
| Mobile Veterinary Clinic | 105 | 106 | 97,534 animals · 13,368 farmers | 101% ▲ |
| Progeny Shows | 13 | 13 | 931 cattle shown · 240 awarded | 100% |
| Drama Shows | 13 | 13 | ~1,780 audience (drama) | Done |
| Medicine Distribution | 254,700 | 254,401 | 99.9% of stock used | On track |
101%
of the MVC camp target delivered — the operational spine held.
99.9%
of stocked medicine reached animals — minimal waste.
69%
of progeny-show targets met by Team-2 (4 of 6) — the one gap to close.
Mobile Clinic: Where The Volume Came From
| Zone | Target | Achieved | Farmers | Cattle | Goat | Others | Total |
|---|---|---|---|---|---|---|---|
| Team-1 | 53 | 56 | 7,972 | 28,982 | 20,697 | 1,378 | 51,057 |
| Team-2 | 52 | 50 | 5,396 | 25,362 | 20,639 | 476 | 46,477 |
| TOTAL | 105 | 106 | 13,368 | 54,344 | 41,336 | 1,854 | 97,534 |
Animal mix — 97,534 services
- Cattle (56%) and goats (42%) make up 98% of all services — the medicine and vet mix should keep tracking this split.
- 13,368 farmers registered builds a reusable contact base for future AI-service follow-up and recall.
Progeny & Drama Shows: The Demand And Goodwill Layer
Show audience by team
13
Shows Held
931
Cattle Shown
240
Calves Awarded
Reading the engagement
Team-1 ran more than twice the shows of Team-2 (9 vs 4) and pulled a larger progeny crowd.
Team-2 drew a higher drama audience — the drama is a strong standalone draw worth scaling.
Gifts (1,082 T-shirts · 1,081 caps · 1,078 umbrellas) + appliance prizes drove turnout and reward.
Medicine: 254,401 Units Delivered, Almost Nothing Left
Top medicines distributed (units)
254,401
Units distributed of 254,700 received
99.9%
Stock utilization — only 299 units left in field
Insight
A single dewormer (Trilev/Trimisol) is ~39% of all units — a clear hero SKU to forecast and bulk-buy first.
Reach, Participation & Geographic Spread
13,368
Farmers registered
entered the BRAC AI contact base
97,534
Animals serviced
~7.3 animals treated per farmer
6,340
Show attendees
progeny (4,560) + drama (1,780)
3,241
Gift items given
T-shirts, caps & umbrellas
North & North-west (Team-1)
Pabna · Natore · Rajshahi · Naogaon · Chapainawabganj · Bogura · Joypurhat · Dinajpur · Rangpur · Gaibandha · Lalmonirhat · Thakurgaon
South-west (Team-2)
Satkhira · Jhenaidah · Jessore · Pabna
Earned Media Coverage
Five Wins Worth Repeating
Beat The Camp Target
106 MVC camps delivered against a plan of 105 — the operational backbone held across both teams.
Treated ~1 Lakh Animals Free
97,534 cattle, goats and other livestock received free vet care and medicine at their doorstep.
Near-zero Medicine Waste
99.9% of 254,700 stocked units distributed — only 299 left in field. Excellent demand forecasting.
Built A 13,368-farmer Registry
A reusable contact base for future AI services, recall and relationship marketing.
Showcased & Rewarded Breeding
13 progeny shows, 931 cattle exhibited, 240 calves awarded — proof of the AI value chain.
What Didn't Go To Plan — And The Fix
Team-2 progeny shortfall
Only 4 of 6 planned progeny shows were held (67%), dragging the show programme.
Weather risk
A ready-to-go Khetlal (Joypurhat) show was cancelled by a sudden storm.
Gift-stock shortfalls
The logbook shows negative 'in-hand' for T-shirts (-131), caps (-178) and umbrellas (-132).
Reporting inconsistencies
Cattle shown logged as 931 vs 937; 'AI' easily misread; columns mislabelled in source deck.
The Bottom Line
For farmers
Free, doorstep animal healthcare for 13,368 marginal households — real money saved and healthier, more productive herds.
For breeding
Visible proof of the AI value chain: 931 quality calves shown, 240 awarded, encouraging wider adoption of better breeding.
For BRAC's brand
Deep rural goodwill, a 13,368-name registry, and earned press — a foundation for future AI-service demand.
Where To Focus The Next Edition
- Single master tracker as source of truth
- Reserve rain-date + cover for every show
- Daily gift custody reconciliation
- Scale the drama show — strongest standalone draw
- Digitise the 13,368-farmer registry for recall
- Standardise photo/asset capture per camp
- Add live KPI dashboard for field teams
Top 3 Priorities, Next Edition
One master tracker
Kills the 931-vs-937 type errors and speeds reporting. Impact High · Effort Low
Weather-proof the shows
Protects the show programme that Team-2 under-delivered. Impact High · Effort Low
Activate the farmer registry
Turn 13,368 contacts into repeat AI-service demand. Impact High · Effort Med
A Free Clinic At The Gate, A Healthier Herd In The Field.
BRAC AI Enterprise carried free veterinary care to the last mile — and proved that better breeding pays. The next edition should weather-proof the shows and put the 13,368-farmer registry to work.
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