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.

On one of the busiest beaches in Mumbai, Juhu Beach, 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 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.