ILLEGAL SAND MINING

Silver Spike

Case Film

Presentation Board

TitleILLEGAL SAND MINING
ClientAWAAZ FOUNDATION
Product/ServiceENVIRONMENTAL AWARENESS
CategoryA03. Public Affairs & Lobbying
EntrantBBDO INDIA Mumbai, INDIA
Entrant Company BBDO INDIA Mumbai, INDIA
Advertising Agency BBDO INDIA Mumbai, INDIA
Production Company RED ICE FILMS Mumbai, INDIA

The Campaign

Problem: 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. Challenge: How do you get the Government to take notice and take action? Insight: When the media takes notice and brings the issue on to the front page, it creates greater government interest. Idea: Our activists buried themselves in the sand and held a public conference. Execution and result: 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.

The Brief

To get the Government to take notice of the illegal sand mining and to take action.

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 Government, and as a start the National Green Tribunal Act has imposed a ban and ordered strict check on illegal sand mining.

Execution

On one of the busiest beaches in Mumbai our activists buried themselves in the sand and held a public conference. 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.

The Situation

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 stolen from coastal areas and beaches. This isthreatening the ecosystem and is already creating environmental damage. But the Government is turning a blind eye to the issue.

The Strategy

When the media takes notice and brings the issue on to the front page, it creates greater government interest.

Credits

Name Company Position
Josy Paul BBDO INDIA Chief Creative Officer
Rajdeepak Das BBDO INDIA Executive Creative Director
Sandeep Sawant/Hemant Shringy BBDO INDIA Creative Director
Josy Paul/Rajdeepak Das/Sandeep Sawant/Arzan Antia BBDO INDIA Copywriter
Josy Paul/Rajdeepak Das/Sandeep Sawant/Arzan Antia/Shristi Dhandaria/Ankita Thak BBDO INDIA Art Director
Rajeev Mohite BBDO INDIA Editor
Arzan Antia BBDO INDIA Account Executive
Hitesh Shah/Venkatesh Pagidimarry/Shankar Yelegu/Sameet Koyande/Bharat Lakhani BBDO INDIA Retouch Artist
Gary Grewal/Hemang Chheda BBDO INDIA Producer
Surya Balakrishnan RED ICE FILMS Director
Pavitra RED ICE FILMS Photographer
Ankita Thakkar/ Gunjan Poddar/ Sagar Jadhav BBDO INDIA Art Director