NAYI UMMEED (A NEW HOPE) #CHANGEISNEAR

TitleNAYI UMMEED (A NEW HOPE) #CHANGEISNEAR
BrandTHE SAIFEE BURHANI UPLIFTMENT TRUST
Product / ServiceTHE BHENDI BAZAAR REDEVELOPMENT PROJECT
CategoryB03. Crisis Communication & Issue Management
EntrantMSL Mumbai, INDIA
Idea Creation MSL Mumbai, INDIA
PR MSL Mumbai, INDIA

Credits

Name Company Position
Aafreen Sawant MSL Senior Account Executive

The Campaign

Centralizing Project’s ideology of ‘people at the center of development’, #ChangeIsNear was conceptualised. Traditional media outreach, coupled with communication on Twitter and Instagram, we amplified our campaign through a strategic mix of owned and earned media platforms. This approach was leveraged to influence the remaining tenants to shift to Chunabhatti Transit (South Mumbai). We highlighted the transit’s features and testimonials from the ones already shifted there. Other conversations included the Project’s intricacies and need for urban planning. This further lead to some of the tenants proactively coming forth to share their experiences at the transit homes and help convince others to shift.

Execution

IMPLEMENTATION OF THE PR STRATEGY Online and Offline conversations ? Media engagement to create smooth liaison and update them on timely measures ? Issued media statement and uploaded on Twitter for maximum reach ? Online and offline round-clock monitoring and compiled queries to gauge overall sentiments; carried detailed conversational analysis to understand the impact and address stakeholders’ queries Social First Policy ? To intensify the situation and convey our messages, the power of social media was utilised as the primary medium ? Special focus of #ChangeIsNear was the Chunabhatti Transit (South Mumbai), showcasing personal stories of people who chose their life and decided to relocate into safer homes ? After interviewing relocated tenants, photo-series capturing their sentiments was published on Twitter and Instagram along with posts highlighting the transit’s amenities ? A YouTube video was also created and circulated on WhatsApp for maximum impact TIMELINE: August – December 2017

Reach Garnered a total of 114K impressions for this campaign in a span of one month, which is 3 times higher than the average impressions received per month. (This is across all platforms) SBUT’s online engagement shot up to 1.3 times higher than our daily average We grew by 1500+ followers in 30 days as against a monthly growth of around 100 followers Positive mentions on Twitter and Instagram around change the tenants experienced post shifting into the new homes Impact Online campaign drove positive media conversation and convinced tenants to shift into transit accommodation In 10 days, SBUT shifted100+ families to the Chunabhatti Transit (South Mumbai) and signed 100+ agreements Government Authorities, town-planners and dignitaries extended their support to ensure time-bound approval process and aids to complete the Project This episode was a national level debate that led to the existing city-centric policy draft undergo screening

The Situation

The Bhendi Bazaar redevelopment project is India’s first inner-city development set to bring transition in the lives of 20,000 people. Catastrophe hit with the collapse of a 117-year-old building, claiming 33 lives. To manage misleading discourses and evacuate the remaining tenants, our campaign was on people's welfare. Content on #ChangeIsNear was amplified with the power of five - media outreach, social media, influencer engagement, tenant management and crisis management. The Project attained unprecedented success among stakeholders and drove on-ground actions curbing the negativism. The incident was an eye-opener for the policymakers to relook at city’s infrastructure, creating a social impact.

The Strategy

TARGET AUDIENCE: Primary Stakeholders: Tenants & community members - directly related to the Project Media and key opinion leaders Policy regulators: Government authorities, dignitaries and policy practitioners at a national, regional, or local level PR PLANNING & APPROACH: Insight: On-ground study gave us insights on the pre-conceived notions amongst tenants resisting to relocate to SBUT’s Chunabhatti transit home (South Mumbai) Reasons: 1. Distance between Chunabhatti and Bhendi Bazaar 2. Inaccessibility to Public transport and other facilities 3. Lack of amenities at the transit 4. Remoteness to their Mausoleum STRATEGY To address these issues and replace criticism, an integrated content-driven campaign - Nayi Umeed (A New Hope) - #ChangeIsNear was curated on the Project’s ideology. The campaign targeted three main elements - Alleviate conversations around the incident Assure stakeholders and showcase people-centric approach of SBUT Portray the incident as an eye-opener for cessed structures across the city

Links

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