Overview of this campaign
Newspapers are peppered with stories on crimes such as murder, rape, scams, poor infrastructure, bureaucracy and corruption that we face on a daily basis in the city. While Mumbai Mirror has strived to bring out these issues to the surface and be the voice of Mumbai, it also realizes that it plays a far greater role in building the community.
Mumbai Mirror launched the Mumbai Heroes campaign on the occasion of its 10th year anniversary. This initiative brought to the forefront the deeds of those unsung heroes who have tirelessly worked behind the scenes to take on authority and bring about a positive difference around them.
These heroes have taken up causes and issues that they are passionate about against all odds. They have not been deterred by lack of funds, resources, education or physical disability. But a single-minded focus towards the cause has led these spunky activists to make this city a better place. But their stories of courage had been unsung until this initiative.
Mumbai Heroes not only recognized and honoured the contribution of these unsung heroes but also engaged with the readers to bring more such heroes to the limelight. These unsung heroes have brought about a change across spheres such as environment, education, sports, empowerment, corruption, healthcare etc. The story of these heroes gave the city, otherwise plagued with cynicism, hope.
The objective of this city-wide campaign was to:
• Increase reader engagement through an innovative campaign that reflects the pulse of the city, i.e., the people
• To reinforce the city connect and strengthen activist values and personality of the brand
• To provide a platform for individuals & organizations who are making a difference and drive change at the community level
• Open up Mumbai Mirror to readers & get them to volunteer, support these heroes
Results for this campaign
The initiative was divided into three phases: Nomination & Profiling, Voting and Recognition phase. Over the course of 6 weeks, we brought to the forefront stories of 27 bold Heroes every day in our paper. To ensure these heroes got their due share of attention we expanded to other mediums such as outdoor, radio, digital and social media. The initiative received
- 500+ nominations – Getting inspired by the Mumbai Heroes, Mumbaikars recognised and appreciated the local heroes around them and nominated who as per them befits to be a Mumbai Hero. These nominees were from across walks of life and across fields such as education, sports and activism.
- 4000+ votes- Readers poured in and expressed their love as they picked their favourite hero
- 24% increase in web sessions between 15thSept -9th Nov’15 over previous year- 15/9/14 – 9/11/14
- Received an organic reach of over 3 million on social media
The final 5 heroes were chosen by an esteemed panel spreading across arts, education, legal and environment. Atul Dodiya, top contemporary artist; Rohini Salian, retired chief public prosecutor; Chandra Iyengar, retd. Additional Chief Secretary of Maharashtra was amongst the esteemed jury panel who were tasked with picking the top 5. The top 5 heroes were felicitated by the likes of Shyam Benegal, Atul Dodiya etc.
There was a direct impact on the initiatives of the heroes:
- They received more enquiries
- Fostered collaboration with citizen groups and communities were relevant
- Received appreciation from their community
- Gained credibility for their efforts
- Got volunteers and donations for their work