Resolving

Radio's Rural Market Challenge

An Integrated Communications Plan

Unless your campaign has a BIG idea,

it will pass like a ship in a dark night

THE RADIO DILEMMA

Punjab Water Supply and Sanitation

Department, the execution agency for the

World Bank Project on Rural Water Supply,

constituted of mostly engineers. In good faith,

they had tied up with AIR(All India Radio) for

Road Shows in rural Punjab.

THE CHALLENGE:As per the desk study, in Rural Punjab the

Radio Usage is extremely low. This was later

corroborated in our field reports. As the AIR

contract had already been finalized, we devised

a Communication Plan to get max out of the

money invested.

.

TASK AT HAND

• Sensitize the rural population about the bad effects of current water system

• Build a positive disposition towards the World Bank Project on Rural Water Supply

• Increase volunteers & pro-project enablers for the project

VEHICLE BRANDING

• To create excitement amongst the TG

MAKE ROADSHOW- a ‘KNOWLEDGE MELA’

CREATING HYPE FOR THE EVENT

Generate event awareness, boost up morale of the activists &participants

• Collaterals (Posters/Flexes):• Muniyadi

• Interactive Activities at village school Drawing/slogan writing competition for Water Conservation

• Anganwadis– Social Mapping with ladies

• Identification of the KOL(Key Opinion Leader) and proper invitation for them

Conceptualized it as a ‘KNOWLEDGE MELA’,

with INFOTAINMENT as its tonality. A Road

Show that is By the Villagers, For the villagers ,

Of the Villagers.

POSTER

PRIZES

BUTTON BUDDY

GLASS

PLEDGE WALL

PLEDGE CARD

EVENT DAY

EVENT DAY

A proper chalked out program with

activities for each segment, all going on air:

Micro- segmentation is the Key

Children ; Quiz, declaration of prizes for

slogan writing, poem recitation on Water

Conservation

KOL & Volunteers: Honoring Volunteers by

KOL(Key Opinion Leader)

Adults: ‘PLEDGE WALL’- a signature

wall(flex ) on which each household adults

sign together &commit for the project.

Polity: The CM address highlighting on the

benefits of the project played.

Live on RadioPledge Ceremony

Village Rally

Honouring KOL’s

EVENT DAY

PRE EVENT HYPE

Social Mapping Drawing Competition

ENCOURAGING RESPONSE

•Active Participation by children & adults

from the host village and neighboring

villages.

• Students spirited about the project and

coax their mothers to volunteer

• Word of Mouth travels to villages in

proximity

• 100% households take Pledge for Safe

Water

• Coverage in most of the regional dailies