The Brief

The construction boom in India is creating a huge demand for sand. This has given rise to illegal sand mining. Dangerous quantities of sand are being mined and stolen from coastal areas and beaches. This is threatening the ecosystem and is already creating environmental damage. But the Government is turning a blind eye to the issue. We needed to drive awareness towards the issue so the Government would take notice and take action.

Creative Execution

Illegal sand mining at coastal areas and beaches is threatening the ecosystem and is already creating environmental damage. We needed the Government to take notice and take action. How to do this? So, we decided to get media to take notice and bring the issue on to the front page. To make this happen, our activists buried themselves in the sand at the busiest beach in Mumbai, Juhu Beach, and held a public conference.

Describe the creative solution to the brief/objective.

We decided to get media to take notice and bring the issue on to the front page, so it creates greater government interest. We did this by burying our activists in the sand and holding a public conference. This act got us public awareness, media attention, and support from prominent personalities. The ex-Environment Minister supported us, and even stated that, 'I would like to say I believe sand is more valuable than gold.' As a start the National Green Tribunal Act has imposed a ban and ordered strict checks on illegal sand mining.

Results

The action created public attention and got the news channels to discuss the sand mining issue. Many prominent personalities including the ex-Environment Minister supported the cause. The ex-Environment Minister even stated that, 'I would like to say I believe sand is more valuable than gold.' The issue is being taken up at various levels of the Government, and as a start the National Green Tribunal Act has imposed a ban and ordered strict checks on illegal sand mining.