Everyday women sweep the dirt off their houses and simply dump it outside the home. The tobacco chewing man on the street simply stops and spits wherever he wants. While we place a high premium on the cleanliness of our homes, there’s precious little pride we take in our city’s cleanliness.

In a Government survey on sanitation of 434 cities, 69 of the bottom 100 were cities where our newspaper, Dainik Jagran was circulated.

Citizens felt ashamed at the low ranking of their city. But, simply telling people to adopt responsible waste management practices was not going to work. Also, just sweeping the streets does not address the enormity of our garbage challenge. We had to tell people that waste management is as much their responsibility as much as it is of the civic authorities.

Our campaign said “Let’s re-imagine an India where every village and every city is clean”.

- REACHING OUT : Through Print, OOH, Human Chains, Street Theatre, Pledges, Paintings, Signature campaigns, Door-to-door connect.

- CO-OPTING ADMINISTRATION AND CIVIC AGENCIES : A platform for city’s administrators to collaborate with citizens.

- CREATING A RALLYING POINT : Local politicians, Mayors, Chief Ministers and Deputy Chief Minsters associated to convey seriousness of intent

- NEWSPAPER AS THE CAMPAIGN PIVOT: Editorial spotlight on waste management. A Cleanliness Meter on the front page tracked the mission’s daily progress. Space equivalent to 356 full pages in the newspaper devoted to the campaign.

- DEMONSTRATE BY ACTION : Armed with gloves, masks, volunteers and civic authorities, our teams along with the local residents cleared the garbage.

- CELEBRATING CLEANLINESS : Post cleanup, the area was painted by local artists, and a party organized to celebrate the victory of cleanliness.

WINNING THE BATTLE FOR THE COUNTRY

1. 34682 tonnes of waste cleared through community participation in 386 locations across 25 cities

2. 1,31,948 people participated generating 50,000 mandays of labour valued at INR 20mn

3. Economic Impact – Even with a 10% habit change, the campaign impacts 8,00,000 tonnes of waste/year, needing about INR 1.6 bn to clear.

Impact on Brand

• READERSHIP RANKING: Dainik Jagran was ranked the No.1 newspaper in India with a Total Readership of over 70 mn*

• BRAND AWARENESS : Dainik Jagran recorded the highest :

o Top of Mind Awareness,

o Brand Health Score

o Brand Likeability

o Brand Preference

• IMPROVING BRAND PERCEPTION : Score improvement over comparable period last year:

o “This newspaper is the market leader”:+ 6%

o “This newspaper is serious” : +3%

o “This newspaper makes me a better citizen”: +5%

Source : Brand Study, Dec 2017, *IRS 2017