Help Delhi Breathe Print PRICE TAG by McCann Erickson New Delhi


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Industry Public awareness, Charities, Foundations, Volunteers
Media Print, Magazine & Newspaper
Market India
Agency McCann Erickson New Delhi
Executive Creative Director Ashish Chakravarty
Creative Director Nitin Pradhan
Art Director Rupesh Sahay, Chetan Malvi, Vineet Mahajan Ltd., Sushant Singh Bhadoria
Editor Satish Katariya
Released October 2011

Credits & Description

Category: Public Health & Safety, Pubic Awareness Messages
Creative Chief Officer: Prasoon Joshi (McCann Worldgroup India)
Executive Creative Director: Ashish Chakravarty (McCann Worldgroup India)
Creative Director: Vineet Mahajan (McCann Worldgroup India)
Creative Director: Nitin Pradhan (McCann Worldgroup India)
Creative Director: Rupesh Sahay (McCann Worldgroup India)
Art Director: Chetan Malvi (McCann Worldgroup India)
Art Director: Vineet Mahajan (McCann Worldgroup India)
Art Director: Rupesh Sahay (McCann Worldgroup India)
Copy Writer: Suman Adhikari (McCann Worldgroup India)
Art Director: Sushant Bhadoria (McCann Worldgroup India)
Production Assitant: Ankur Mondal (McCann Worldgroup India)
Copy Writer: Akshat Ghildial (McCann Worldgroup India)
Art Director: Chetan Malvi (McCann Worldgroup India)
Editor: Satish Katariya (McCann Worldgroup India)
Media placement: Ambiant - 225 Places - Trees On The Street - 11 October 2011

Describe the objective of the promotion.
Although Delhi is one of the greenest capitals in the world, it was fast losing its green cover due to infrastructure development and mushrooming of housing colonies in every corner. In Delhi, under the Delhi Tree Preservation Act, anyone could legally cut a tree by paying a nominal sum of Rs. 1000. Our client, Help Delhi Breathe, wanted to garner public support to force the authorities to make necessary amendments to save trees in Delhi.

Describe how the promotion developed from concept to implementation.
To make people aware of the life-saving benefits of trees by showing them
the true value of those trees which they otherwise take for granted. We
calculated the implicit value of all the benefits of common roadside trees
in Delhi. Then we put those values on oversized price tags and tied them to
around 400 trees across Delhi. The tags also informed people about the
abysmally small sum required to cut that tree. To save the trees, people
were asked to visit our website or SMS to sign and support the petition
asking the government to make necessary amendments.

Explain why the method of promotion was most relevant to the product or service.
Oversize price tags on tree stunned people by showing them the true value of roadside trees and the meager sum needed to cut the same. This humongous difference stirred people to act and they visited our website to sign a petition asking the government to take necessary steps or SMSed us supporting the noble cause.

Describe the success of the promotion with both client and consumer including some quantifiable results.
4756 people signed the online petition and 27,000 sent SMS to save trees.
The petition was then sent to the Hon’ble Chief Minister of Delhi.

The activation caught the attention of TV channels and print newspapers.
Bloggers supported the cause online. The issue was taken up by prominent
environmentalists in important national forums. All these activities
galvanized the government to act. Finally, after 4 months, the Government
hiked the security deposit for cutting a tree from Rs. 1000 to Rs. 28,000
and made compensatory plantation compulsory.

Thus, the price tags had revealed the true value of trees.