Why is this work relevant for Integrated?

TOI Young Change Leaders got the attention of students towards the consequences of climate change through the extensive awareness that TOI intended to create using a mix of multiple media. TOI with its Times Newspaper in Education spread the awareness on the same and was supported by the social media handles and multiple collaterals displayed in schools to enable the campaign’s reach to a larger segment of the target audience directly. The on-ground event was created as a platform to empower the younger generation by showcasing their ideas to a power packed jury, deliberating upon environmental concerns.

Background

Climate change has become a serious concern and the situation is deteriorating day by day. While Children add the least to the concern, they may bear the greatest burden of its impact. Aggravated by pollution, over exploitation of natural resources and environmental degradation, these will lead to severe, pervasive and irreversible changes for people, assets, economies and ecosystems around the world. The idea was to empower the students/ children to deliberate upon the environmental condition, not only raise awareness but also discuss possible solutions and take upon their powers as influencers who can correct the actions made by adults for a brighter future for themselves. The objective of the campaign is to build ‘India’s Young Greenagers’ in every school in India, starting with the capital.

Describe the creative idea

TOI Young Change Leaders declamation contest enables students to speak their mind and express opinions on the on-going global environmental crisis and showcase their thoughts, ideas, possible solutions and other deliberations as a climate warrior.

Describe the strategy

The strategy was to raise awareness on this global crisis, amongst school students and draw maximum participation by highlighting their ideas and seeking views, ideas and solutions from the younger generation. The views, ideas and solutions received were amplified across media assets to draw attention of citizens, policy makers, educationists and government officials. Post creating awareness on environmental degradation, TOI called for entries through print and digital media and physically reaching out to school principals, administrators and parents followed by an on-ground event for maximum impact. Primary TG - School kids from Delhi NCR (Age 10-14 years) Secondary TG- Parents, teachers, school principals and policy makers

Describe the execution

To create a chain of enablers and doers, who will shape the world’s future, a half-day declamation contest was held post receiving 2-minute recorded videos in which the students expressed their views on ‘Fighting Climate Change’. Eighteen finalists competed and the top three students, with their ideas and vision, in junior and senior categories won the prizes. The contest was divided into 2 categories and top 9 ideas from each category had to compete in final round, presenting their work to the esteemed jury at our venue- Hyatt Regency, Delhi. Apart from participation from 3000 students & 800+ schools. The event saw involvement of esteemed jury, comprising renowned environmentalists, editors, climate and educational experts which was supported by educationists (teachers and principals) and parents that helped The Times of India in fulfilling the vision of making ‘India’s Young Greenagers’. Campaign duration: 3 weeks

List the results

The campaign garnered 4.1 Million impressions and 1 Million as reach from the Facebook page and Google Ads only. A total of 9 Ads in the print media supported the campaign in not only raising awareness but also reaching out to 3000+ aspiring participants. Top 18 ideas were presented to renowned environmentalists, established editors, climate and educational experts and top 3 winners in both Junior and Senior categories won prizes. The impact was further heightened when the opinions of the young students were voiced & reached the parents, teachers, principals & school administrators in the final event. The views, ideas and solutions received were amplified across media assets to further draw attention of citizens, policy makers, educationists and government officials.