2015 Finalist

Can a Newspaper Save the City of Brass from Motherboards ?

Jagran Prakashan Limited

New Delhi, India

Category Public Relations and Community Service

Media associated with this campaign

Overview of this campaign

FROM PROUD LEGACY TO A FUTURISTIC DYSTOPIA

Then : Moradabad Brasswares adorn the homes of rich and famous worldwide. Welcome to Moradabad – the City of Brass.

Now : The trucks come honking and rattling with old computers, kids playing street cricket with computer monitors as wickets, women boiling pots full of computer parts, children sitting on piles of keyboards idling away. Streets with entangled wires, destroyed computers, keyboards and mobiles. Moradabad Now - a scene from a futuristic dystopia?

Some of the world's most sophisticated mobiles, laptops and other IT hardware reach the bylanes of this town where gold, silver, palladium and platinum from circuit boards are extracted by people using rudimentary methods harmful to health and environment. Some use a hammer…Some use gas torches, some acid-bathe parts to extract gold/copper, and some burn the boards.

THE PRICE OF PROGRESS

With 8 million tonnes/year of e-waste — projected to go up 500 times by 2030, India’s also a prime dumping site for e-waste from US, EU and SE Asia.

GOOD MONEY – BAD AIR

Amidst plumes of black, acrid smoke it’s commonplace to see boys with hazy eyes, sooty complexions and nasty coughs, moving with mounds of copper wires. Braving red, toxic fumes – they earn $5-6 a day. They don’t like going to schools because the money is good. "Cases of respiratory illness and bronchitis have increased in Moradabad due to hazardous fumes from these illegal recycling shops," says Dr Sanjeev Yadav, CMO Moradabad District Hospital.

FROM MOUTHPIECE TO CATALYST

Dainik Jagran had to become a co-conspirator in people’s fight for a cleaner environment . In a situation tinged with lawlessness and lack of clear legislation, if others weren’t SHOWING THE WAY WE WILL.

WE WILL LEAD THE FIGHT for Moradabad

A newspaper will lead the agenda.
Provoke conversations. Fuel solutions.
This was the genesis our campaign : To create an e-waste free Moradabad

SPECIFIC GOALS.
1. Mobilize support from the citizens
2. Get the Administration to act


Results for this campaign

STIMULATING & PARTNERING THE INFLUENCERS

The platform needed a legion of emotionally stirred and motivated people as partners. Articles by the editorial team and experts in the newspaper

BUILDING A MOVEMENT - BEYOND INK

  • Public Rallies
  • Health Check Camps
  • Pledge forms
  • A Question Hour where readers could talk to authorities
  • Panel discussions amongst experts, citizens and authorities to find solutions

THE STATURE OF THE RESPONSE : PEOPLE WHO WROTE COLUMNS IN THE NEWSPAPER

  • The District Magistrate, Leading Doctors, Religious leaders, Teachers, Elected leaders, Social workers wrote on the issue.

CAMPAIGN GAINS : WINNING THE BATTLE FOR THE CITY

  • The message reached out to 2,00,000 readers of Dainik Jagran in the city
  • Over 30,000 people participated directly in the campaign
  • Over 2000 post cards were sent to officials sensitizing them about the issue
  • The police conducted 20 raids on instances of illegal e-waste disposal
  • 50 chronically ill people suffering the consequences of pollution were treated free of cost
  • 3500 people attended the Health Check Camp
  • City Doctors discounted their fees to treat affected patients
  • The biggest result was when the Chief Minister of the State came to the city and announced the launch of a state of the art e-waste disposal centre

We had embarked on this journey to rediscover the shiny side of a city hidden in the smoky gloom of e-waste…to exhibit our solidarity with the citizens of this great city. In hindsight, this was a profound moment of transformation. In our quest to preserve the city’s identity, we had walked a few miles echoing the words of Jigar Moradabadi, a renowned poet of this city, who once wrote about the indefatigable human spirit:

“Hamko Mita Sake Ye Zamane Mein Dam Nahin
Hamse Zamana Khud Hai Zamane Se Ham Nahin”
(This world does not have enough in it to wipe out our spirit
We shape this world, rather than this world shaping us.)


Contact

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