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BACHAO MISSION
meaning of ’BACHAO’ in English is ‘SAVE’
NAME OF THE PROGRAMME - ‘Paper Bachao Mission’
CATEGORY OF THE ENTRY – GO GREEN (special category)
SPONSORING NEWSPAPER - i-next
COMPLETE ADDRESS OF THE NEWSPAPER - i-next, 9th Floor, Krishna Tower, Civil Lines, Kanpur, Uttar Pradesh, India
PROJECT DIRECTOR - Alok Sanwal, email - [email protected], Phone - +91 9956299306, COO & Editor, i-next,
CONTACT – Chetan Sehgal, email – [email protected], Phone - +91 9838070509, Sr. Brand Manager, I-next
CIRCULATION – 272385 copies per day
READERSHIP – 1.7 Million Readers (Total Readership IRS – 2012, Q4)
FREQUENCY OF THE NEWSPAPER - Daily
TARGET OF PROJECT – Age Group - 18 – 25Geography – North Indian states of Uttar Pradesh, Uttaranchal, Bihar and Jharkhand
DESCRIPTION OF THE PROJECT –
The project was an initiative to bring the sense of
responsibility and raising concern towards the
environment related issues among the kids of today so
that this earth can become a better place to live in
for them in future. The initiative was strategically
linked with ‘World Earth Day’ so that its relevance can
be made.
FLOW OF PRESENTATION
ABOUT THE READERS -PROFILING OF TGWHAT THEY ARE
ABOUT THE NEWSPAPER –HIGHLIGHTS OF ‘I – NEXT’
THE OBJECTIVE & NEED GAP -OBJECTIVE OF TAKING INITIATIVE ANALYZING THE NEED GAP
ABOUT THE PROJECTWHYWHAT HOWRESULTS
ABOUT THE READERS!
READER PROFILE
• From 12 cities (Mini Metros) of North & Central India
• Demographically 16 – 35 years of age
• From SEC AB segment
YOUTHFUL BILINGUAL COMPACT
DAILY OF INDIA !
WHO ARE WE?
i-next is BILINGUAL,
It is VIBRANT and
COLOURFUL,
Content is ENGAGING,
It is a fast and easy read as well
as in depth,
It is COMPACT in size,
It is RADICAL & INNOVATIVE
just like its READERS
TG FOR THE PROJECT
Primary TG –
• School going children
• 8 – 13 yrs of age
• From premium schools of the city
Secondary TG –
• Parents of these kids
Worldwide consumption of paper has risen
by 400% in the past 40 years, with 35% of
harvested trees being used for paper
manufacture.
Average worldwide annual paper
consumption is 48 KG per person with North
America accounting for over 1/3.
Approx. 324 Lt of water is used to produce 1
KG of paper.
BACKGROUND
Source: International Institute for Environment and Development
Asia has surpassed Western Europe in paper
consumption and will soon surpass the United
States.
One year's worth of the broadsheet newspaper
weighs 520 pounds.
Recycling 54 KG of newspaper will save 1 tree.
Every tree provides oxygen enough for 3 people to
Breathe.
Recycling paper uses 60% less energy than
manufacturing virgin timber paper.
FACTS
Source: Government of Canada, Digital Collections & Energy Educators of Ontario
FACTS
India, is the seventh largest country by area, the second
most populous country with over 1.2 billion people.
The Indian Paper Industry accounts for about 1.6% of the
world’s production of paper and paperboard. The
estimated turnover of the industry is Rs 35,000 crore.
In India only about 20% waste paper is being currently
recovered annually. Lack of source segregation results in
waste paper getting contaminated and becoming
unusable.
In comparison to developed countries the percentage
of recovery of waste paper is very high. For instance in
Germany it is 73%, Sweden 69%, Japan 60%, Western Europe 56%, USA 49% and Italy 45 %.
Source: Indian Paper Manufacturer Association
PROBLEM
The production and use of paper has a number
of adverse effects on the environment which are
known collectively as paper pollution.
People had no idea about this problem and
they were not made realized about its after
effects.
People were not encouraged by any governing
body for reuse of used paper.
‘Paper Waste was a Serious Problem’
NEED GAP
RealityExpectation =
REUSE
REDUCE
RECYCLE
To bring in the change, the sense of
responsibility towards the environment
was to be created among the people.’‘
ABOUT THE CAMPAIGN
• What ?
• How ?
• What we achieved….
WHAT: The activity agenda
• An initiative by which we can create and
make the people understand the importance
of paper.
• People should reuse the paper and contribute
towards less cutting of trees and helping in
maintaining a greener tomorrow.
• The best medium of communication to bring
in the change and making people
understand the issue or problem is that it is
told by someone who is very close to them.
• In Indian context KIDS are found to be the
most effective influencers and thus we
decided to do this activity with kids in their
schools, eventually targeting their parents indirectly.
HOW: The activity detail
THE INITIATIVE
Concept
• On ‘World Earth Day’ we decided to conduct
‘PAPER BACHAO’ activity in schools.
• We thought of making paper bags by using
old newspapers. Our Moto was to educate
students about the reuse of paper and avoid
using polythene bags (poly bags).
Why Paper Bags ?
• 683 newspapers are published in India.
• Approx 60.5 million people in India
read newspapers.
• After reading newspaper people
collect them to sell in waste, rather
than selling in waste we can use these
paper in Making paper bag & avoid
poly bag to save our MOTHER LAND.
Source: Wikipedia
CONTENT PUSH
With the help of content drive we made people aware about this initiative.
Hi to paper bag and bye to poly bagTo save trees first SAVE PAPER
• As per norms 33.3% of land area should be as green belt. Whereas in the state of Bihar only 9% land is now greener.
THE ACTIVITY FLOW
• 60 schools across 12 cities of northern India
became part of this initiative.
• Kids were asked in advance by their
teachers to bring a copy of newspaper
whichever comes to their home.
• An expert demonstrated the process of
making PAPER BAG from old newspapers
to the kids.
12/31/12
Print Ad
• To promote the activity we carried advertisements in the newspaper.
AD COPY TRANSLATION –
Now, kids will play a stellar role to bring the change and save environment.
On this earth day across 12 cities kids of class 3rd to 8th
will learn to make paper bags from old newspapers. Our experts will also give environment friendly tips to bring in the awareness and make our earth a safer place to live.
Venue Promotion
Activity banners were
placed at the school
premises.
Activity banners were
placed at the school
premises.
KIDS Participated
Students showcasing their talent & creativity while making paper bags from the newspapers. Students showcasing their talent & creativity while
These paper bags can carry weight upto 2 kg. Bags can be use while shopping of household products.
Activity Snaps
Students of class 6th showcasing their creativity by making color full paper bag.
Activity Snaps
Coverage
Use more of waste paper to save the
environment
Kids took the big responsibility to
save mother earth
To save EARTH only use PAPER BAGS !
In every city approx 550 students participated in this activity.
Approx 6600
students
participated and
13000 parents were touched
through this
activity across 12
mini metros.
What we Achieved…
What we Achieved…
471 kg. of fresh paper
9 Trees by reusing 471 kg of newspaper
1,52,604 Litres. of water
By doing this activity we cumulatively SAVED...
And encouraged more than 20000 people
across 12 mini metros to re-use the paper instead
of poly bags and make the earth healthier.
Thank You..!
