In December 1995 a farmer committed suicide after being unable to pay off his debts. What looked like a solitary suicide case then, turned out to be an epidemic all over the country, leaving behind starving and helpless families. It has been reported that one Indian farmer commits suicide every 30 minutes with updated numbers standing at over 300,000 suicides till date. That’s an alarming statistic for a country that relies heavily on its agricultural produce.
In an attempt to raise awareness and seek funds for their families, The Times of India has joined hands with the Samaj Sevak Charitable Trust, an organization that works to uplift the farming community, for the ‘Save the farmer’s family’ initiative. It has also gained the support of NABARD (The National Bank for Agriculture and Rural Development) to make sure these programs are implemented effectively.
Save the farmer’s family
After an art exhibition in April 2013 where the proceeds went to the bereaved families, this time TOI has taken the campaign to television and digital too. Now in its second phase, the campaign has launched a TVC highlighting the plight of a farmer’s family, together with a microsite and Facebook page.
The 2-minute TVC, conceptualised by Taproot India, features a family that was left behind after a farmer’s suicide. Unable to feed her family of two daughters and an elderly couple, the woman of the house chooses to poison them with the little rice she obtains. The TVC ends with a link to the website on how a viewer can be of help.
Uploaded on the 27th of January, the TVC has garnered more than 12K views till date. It also features on the microsite which describes the acute problem and ways to help contribute to the cause. One can make an online donation at the site and also follow the Facebook page to stay updated. Additionally, there is an option to share the page on your Facebook wall.
The Times of India has made good use of social and digital for a larger impact. Besides facilitating online donations, the microsite and the TVC will help drive social sharing and action.
An art exhibition is due this month. While you stay updated and help with the cause, do also help spread the word with your social connections.