


	WAN-IFRA XMA Cross Media Awards 2010





	Company: Jagran Prakashan Ltd
	Project name: Rain Water Harvesting Programme





	General information about the publication

	Jagran Prakashan Ltd is one of India's largest media groups with interests across Newspapers, Magazines, Outdoor, Events, Mobile and Internet media. City Plus is India's largest organized Community Newspaper. It is published weekly and is a tabloid in English. It is circulated across Delhi, Mumbai, Pune, Bangalore and Hyderabad - some of the biggest metro towns of India. Within each city, City Plus has launched multiple editions - each for a specific locality. City Plus has its own distribution team which hand delivers the newspaper every week to individual home.

	Entry description

	Background: The state has passed an order under which every homeowner whose house is sitting on a plot exceeding 2,400 Sq.ft had to harvest rainwater. This assumes significance as the current supply is 900 mn litres against a demand of 1.3 billion litres. The issue was that people did not know how to go about RainWater harvesting. Objective: Cityplus took the initiative took the initiative to educate people on implementing Rain Water Harvesting systems. Action: - Editorial Articles on simple ways to implement Rainwater Harvesting Systems - Invited reader participation on sharing experiences - Special Help Desk set up to help people - SMS alerts on Mobile sent to people to remind them on the deadline for implementing the system - Awareness Camps set up in localities where experts came and spoke to residents on how to go about setting up systems - Facilitated Water Harvesting system manufacturers to open up demo stalls in localities - Regular editorial updates on the progress of the Project across localities - Coverage of the progress online on www.cityplus.com -

	The basic idea of your cross-media local project

	The basic idea was to educate people about the benefits of Rainwater harvesting and enable them to comply with the law. The purpose was to esatablish a closer link with our core audiences at a local community level. The audience were individual housing societies and we contacted the Resident Welfare Associations and organized programmes through them. This exercise enabled us to leverage our existing relationship with existing customers and also helped us generate new customers.

	Used media channels


	Newspaper		Mobile Services

	Online

The implementation

This was implemented in Mar-May 2010.
The City Plus Editorial Team and the Brand Management team together executed this programme.
The weekly newspaper and it online site were used to create awareness. Additionally, Mobile was used for Reader feedback and reminders and on ground Awareness Camps were set up.
The message was singular across all media types - the objective was to educate people on Rain Water harvesting and help them implement it.

Image(s)

march-5.jpg (146 KB)

page-1.jpg (182 KB)

Links

http://www.jagrancityplus.com/storydetail.aspx?cit ...
http://www.jagrancityplus.com/storydetail.aspx?cit ...

Results of the local project implementation

Over 50 Resident welfare associations participated in the exercise
Reader feedback was generated
Cross locality learnings were shared
Over 25 experts spoke to house owners on how to go about the task of installing Rain Water Harvesting systems.