2016 Finalist

TOI Green Drive

Bennett Coleman & Co. Ltd.

new delhi , India

Category Events to Build a News Brand

Media associated with this campaign

Overview of this campaign

Delhi has been ranked as the most polluted city in the world by the WHO. The level of PM 2.5, the most harmful particle for humans, is approximately 15 times higher in Delhi than the WHO annual permissible limit. This was reason enough for some action to be taken. The TOI Green Drive was launched. The objective of the TOI Green Drive was: • To bring awareness among Delhi Citizens about the increasing pollution levels in the City • To plant over 100,000 trees in Delhi during the month of August so as to control the ever increasing levels of pollution
This campaign was executed through 10 events spread across Delhi, including the grand culmination day, and a total of 113,000 saplings of about 100 different native species were planted in the city.Delhi has been ranked as the most polluted city in the world by the WHO. The level of PM 2.5, the most harmful particle for humans, is approximately 15 times higher in Delhi than the WHO annual permissible limit. This was reason enough for some action to be taken. We launched ‘Let Delhi Breathe’ campaign to highlight the problem of air pollution and suggested specific ways to control the rising pollution. The campaign had huge impact in the form of advancement of Euro 6 norms rollout deadline, Euro 4 fuel made available in entire North India a year before schedule, ban on registration of diesel vehicle above 2000 cc, fine/imprisonment for burning of leaves/garbage, fast tracking work on Western & Eastern peripheral expressways, etc.
However, TOI wanted to do something more on-ground for the cause and this led to the launch of TOI Green Drive.
The objective of the TOI Green Drive was:
• To create awareness about the increasing pollution levels amongst people of Delhi
• To ensure people & community participation towards making Delhi a green and better place to live
• To do something which actually makes a difference at ground level with a focus on reviving the degraded eco-system and reducing the effects of air pollution
• To plant over 100,000 trees in Delhi during the month of August so as to control the ever increasing levels of pollution
The plan was to cover entire Delhi with 10 events, and involve community & people to plant more than 100,000 saplings of native species.


Results for this campaign

The result of the TOI Green Drive was an addition of 113,000 trees in Delhi city through priceless contributions of over 40,000 citizens. This was a unique on-ground initiative where a media company (Times of India), a government authority (Delhi Development Authority) and a corporate house (Hero MotoCorp) joined hands to make a difference. This initiative was inaugurated by Lt Governor Najeeb Jung on 4th August 2015 at Sanjay Lake and culminated on 30th August 2015 with a massive plantation drive at Tilpath Valley (a 200 acres city forest being developed as a bio-diversity park).
More than 38,000 people from various schools, youth organizations, senior citizens, visually impaired citizens, spiritual organizations, corporates, NGOs, government organizations, etc. joined the TOI Green Drive on 30th August at Tilpath Valley to plant more than 100,000 saplings in less than 6 hours. Hundreds of school children carried out plantation drives at 9 other locations across Delhi between 4th August and 30th August.
Thousands of people joined & supported the campaign online. The campaign witnessed very effective use of various media platforms including Print, TV, Radio, Website and Social Media. On-ground activities also saw participation of numerous citizens and youth organizations spreading awareness through street plays, flash mobs, freeze mobs, street walks, etc.
TOI Green Drive saw participation of people belonging to different walks of life, planting and spreading awareness in the community through various mediums. The campaign gave hope to Delhi Citizens and the world that people can still contribute through small joint efforts to save our deteriorating environment.
The immense response received by this campaign built a spirit of unity in the society. The TOI Green Drive has shown a way to create positive impact on the environment and give back some of what we have stolen from our mother earth, because “Life really grows on Trees”.
This initiative by TOI will be taken forward in other cities as well.
Times Now coverage - https://www.youtube.com/watch?v=4JxdKQ_0pIM
Whatsapp promotional video- https://www.youtube.com/watch?v=h3CCSO-9Kv4


Contact

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