How GAIL India’s Hawa Badlo social movement against air pollution touched 20 million plus lives digitally

Case study for GAIL India's air pollution movement that involved education at a mass level to inspire change, submitted under the category: ‘Best Use of Social Cause Content Marketing’ for LI Content Marketing Awards 2017

Gail Hawa Badlo warriors

The Client

GAIL (India) Limited is the largest state-owned natural gas processing and distribution company in India. GAIL was also conferred with the Maharatna status on 1st Feb 2013, by the Government of India. GAIL was listed at 131st position among India’s most trusted brands, according to the Brand Trust Report 2014, a study conducted by the Trust Research Advisory.

GAIL business is diversified in the following segments: natural gas, liquid hydrocarbon, liquefied petroleum gas transmission, petrochemical, city gas distribution, exploration and production, GAILTEL and electricity generation.

The Agency

Concept and Execution – Social Cloud Ventures Pvt. Ltd.

Media Engagement & PR – Airads Limited and MSL Group

Production – Handyyman

Advertising – Basic 4 Advertising Pvt. Ltd.

Problem Statement

Air Pollution has emerged as a global epidemic for the world. Several Indian cities now top the list of the world’s most polluted cities. In the 2014 WHO report, Delhi emerged as the most polluted city, but was eventually replaced by Zabol, a city in Iran in WHO’s 2017 urban air quality database. Still, four Indian cities – Gwalior, Allahabad, Patna and Raipur are among the world’s 10 most polluted cities. The prior WHO report also suggested that Air Pollution claimed one Indian life every 23 seconds.

Identified Objectives

The movement firmly believed in spreading education at a mass level so as to inspire a change. Therefore, the objective was to amplify the outreach of the initiative so as to bring a positive shift towards a cleaner, greener breathing air quality.

Strategy/execution

In order to reach the masses, Hawa Badlo decided to approach the digital platforms with content which dispersed information in an entertaining fashion. The initial phase of the campaign contributed towards spreading the awareness about the problem of Air Pollution whereas, the latter phase educated people about the solutions. Following are the campaigns strategized and executed by the campaign since January 2016.

1. THE AIR SELLER – January 2016: Air seller was a social media experiment which tested the acceptance of Delhities towards packaged fresh breathing air. The video generated more than 72k accounted views. The video campaign was also covered in more than 60 national and International media publications.

2. RAAVAN KO ROKO – February 2016: Raavan Ko Roko was a prank video which aimed at educating people who owned petrol and diesel vehicle owners. The campaign accumulated more than 151K views over the social media channels and featured on various digital channels.

3. HELP A SUPERHERO – April 2016: Following an extensive study on the health hazards faced by the traffic policemen, the video aimed at creating a positive sentiment about for them. The video clocked 298K views on social media platforms. It was largely appreciated by the traffic police departments across states.

4. SHE’s 3-YEAR-OLD, BUT WINNING HEARTS ALL OVER – June 2016: The video campaign was based on a real story of a 3-year-old girl who was inspired by the ‘Help a superhero’ video, wherein she gifted her prescribed mask to a traffic policeman. This video was deeply loved and appreciated as it clocked more than 640K views on social media and coverage across media publications

5. TIME TO ACT IS NOW (#Giftamask) – July 2016: Time to act is now was a followup video which featured celebritites like Vir Das, Vivek Oberoi, Swara Bhaskar, Kalki and Govind Namdev in support of the prior campaign complementing the traffic policemen. The video accumulated around 200K views on social media.

6. WE SHALL OVERCOME – Aug 2016: We shall overcome was an entertaining video campaign which aimed at sparking the need of freedom from air pollution as important as freedom from britishers was. The video accumulated more than 231K views, and was hugely appreciated in the digital space.

7. REAL POKEMON SIGHTED IN INDIA – Aug 2016: The video was launched following a great media buzz that the Pokemon game had, and linked it to the problem of pollution. The Video campaign was covered by Huffington Post and clocked more than 388K views.

8. TIME BOMB – Sep 2016: The Time Bomb video was created on a WHO report about the deaths due to air pollution in India. The stats conversed that an Indian life was lost to air pollution every 23 seconds. The video was covered in over 50 print and digital media platforms and gained over 1 Million Views on the digital media platforms.

9. ASLI INDIAN – Oct 2016: Video campaign was launched during Diwali during the debate of boycotting the Chinese firecrackers was in the headlines. The video snubbed the use of firecrackers during the festival. It gathered around 118K views.

10. SWITCH TO SWACHH – JUN 2017: Switch to Sawchh was an onground campaign which was recorded and published digitally. The activation included free PUC certification for Delhi vehicle owners on the occasion of ‘World Environment Day’. More the 200 PUC certificates were distributed on the day and the video clocked more than 782K views.

11. HAWA BADLO BOT – Nov 2016: Hawa Badlo bot was a tech innovation done on Hawa Badlo’s Facebook messenger wherein one was able to know the Air Quality Index of his/her location via his FB messenger. The initiative was published in leading media publications and is extensively used till date by users around the world.

12. HAWA BADLO ANTHEM – Jul, 2017: Hawa Badlo anthem was an addition as a trademark signature to the entire campaign. The anthem was sung by Javed Ali and Harshdeep Kaur and the video clocked more than 2.2 million views on Youtube solely. It was also covered by various print and digital media platforms.

Extension of digital activities with on ground activations:

1. Raahgiri – Feb. 2016: Hawa Badlo took the on ground activation activity to Raahgiri, wherein people participated actively. People supported the cause with 5K signatures and 3K miss calls.

2. Inter school painting competition – Apr. 2016: Around 10 schools participated in Pan India painting competition wherein school kids painted their idea of solution to the problem of Air Pollution and submitted it digitally on Hawa Badlo’s channels

3. Free health checkup at Bawana – Jul. 2016: Hawa Badlo also conducted a free health checkup camp in the village, wherein doctors diagnosed and treated respiratory diseases of the residents there. More the 500 residents took part in the Health Checkup Camp

4. Nukkad natak – Jul. 2016: Nukkad Nataks were organized to raise awareness against Air Pollution amongst the citizens.

5. Gift a mask event for traffic police – Feb. 2017: Against the digital campaign of #Giftamask, wherein Hawa Badlo received around 10k tweets with the specified hashtag, GAIL organized an event at Mumbai inviting top officials of the Mumbai Traffic Police and distributed ten thousand N99 masks in to the traffic police dept.

6. Plantation drive at schools – Aug. 2017: A plantation drive was conducted, starting with 8 -10 schools in the Delhi NCR region.

Results

The movement managed to touch more than 20 Million lives digitally in order to sensitize the masses against air pollution.

The campaign has received support from various government and independent bodies for its work. The winter of 2016 saw a huge rise in the sale of pollution masks and other purifiers which could be an outcome of the growing awareness about Air Pollution.

Initiative’s latest video campaign did exceptionally well and clocked more than 2.2 Million views over YouTube alone.

The Twitter activity done for the anthem campaign also made a huge digital impact on the platform. The Twitter trend created more than 5.27 Million impressions and #HawaBadloWarrior received more than 10.7K mentions. Hawa Badlo anthem is now also featured on Hungama.com, Airtel Wynk Music, Reliance Jio Music and Idea Music lounge.

Observations/lessons

  • In order to educate the masses about an invisible threat, even to their very existence, the message should be coated in an entertaining layer of content.
  • Video campaigns tend to have a larger outreach on social media as compared to other communication medium.
  • Digital campaigns must be complemented with on ground activities so as to amplify its effect.
  • People follow whom they know, therefore integrating celebrities to a cause makes sure that it would grab necessary amount of eyeballs

Case study video

GAIL India Hawa Badlo Campaign

How Hawa Badlo movement touched 20 Million plus lives digitally in order to sensitize the masses against air pollution GAIL (India) Limited

Lighthouse Insightsさんの投稿 2017年10月23日(月)