Results and Effectiveness

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.

Creative Execution

To get media attention our activists buried themselves in the sand and held a public conference. This was executed at the busiest beach in Mumbai, Juhu Beach, popular as the home to celebrities and prominent personalities, a tourist spot and a visiting spot for the locals.

Insights, Strategy and the Idea

Illegal sand mining is threatening the ecosystem and is already creating environmental damage. But the Government is turning a blind eye to the issue. How do you get the Government to take notice and take action? Our insight was that when the media takes notice and brings an issue on to the front page, it creates greater government interest. Our activists buried themselves in the sand at the busiest beach in Mumbai, Juhu Beach, and held a public conference. The action created public attention and got the news channels to discuss the sand mining issue. The media attention led to prominent personalities joining the cause. 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.