Stand Tall With Rashtradoot
2020 Finalist
Overview of this campaign
As a relatively smaller media house, we were cognizant of our limited resources, especially at a time when advertising revenues had taken a massive hit. We wanted to reach out and support the community, but not at the expense of our own stakeholders, who are a part of that very community. As the third largest regional player, we had a responsibility not just to our readers, but also as a loyal and responsible employer for over 70 years.
So we decided to focus inwards – Stand Tall with Rashtradoot
We decided to address the three most important pillars of our work:
- Stakeholders:
- Employees:
- Neither reduce staff, nor cut salaries
- Non-essential staff 100% retained
- Staff living in hotspots were accommodated in guest houses with meals and transportation
- Company pickup/drop off extended to all employees affected by lack of public transportation
- Hawkers:
- Encouraging hawkers to resume daily operations
- Cooking and cleaning essentials “box” provided to 2000 hawkers
- Free health & life insurance given to 4000 hawkers and their families
- Educating hawkers from impoverished socio-economic backgrounds
- Employees:
- Circulation
- No lapse in circulation allowed
- In-house team to deliver newspapers daily, especially to areas where hawkers did not ply
- Distribution through 520 milk booths, fruit/vegetable vendors and provision stores
- Setting up of 120 manual newspaper vending machines
- Coverage
- Only newspaper in the region to not reduce number of pages printed
- Detailed and accurate reporting of events, heralded by senior journalists
- Positive and life-affirming front page through picture captions, a trademark of Rashtradoot
- A human angle covered through the English section, ARBiT
Results for this campaign
Results
- Delivery of average copy per hawker up by 15%
- 6000 new households touched
- 90% turnout of employees every day
- Employee satisfaction at an all time high
- New enquiries for employment every day
The greatest success in these times is when we measure our results in “human terms”.