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Industry Raw Materials & Minerals, Environmental & Animal Issues
Media Promo & PR, Case study
Market India
Released July 2012

Credits & Description

Category: Environmental PR
Associate Vice President: Anu Lakshman (IPAN Hill & Knowlton)
Associate Director: Suresh Krishnan (IPAN Hill & Knowlton)
Marketing: Jayasurya (IWTMA)
Media placement: Bus Back Panels Promoting Global Wind Day - On Public Transport Vehicles - 8 June 2009 (1 Week Bef Event)
Media placement: 10 000 Bulk Sms's - Mobile Phones - 8 June 2009
Media placement: Radio/ Print/ TV Announcements & Coverage - E.g. The Hindu, Etc. - 8 June 2009

Summary of the Campaign
Energy-hungry India needs renewable energy, but alternative energy sources have often been met with skepticism. To counteract this, the Indian Wind Turbine Manufacturers Association (IWTMA) joined forces with the Global Wind Energy Council (GWEC) to host India’s first ever Global Wind Day 2009. The goal of the campaign was to educate and create awareness about the benefits of wind energy, while simultaneously dispelling the various myths and cynicism associated with the industry in India. The integrated communication strategy encompassed - at a grass roots level - an extensive SMS and media campaign, community outreach, bus advertisements and an educational street play culminating in the main event - a 'Green Pledge' and 1-km walk, showcasing children waving colourful paper fans as they proudly marched for wind energy for a cleaner tomorrow. The campaign garnered widespread public participation, reaching over 10,000 people on the ground and up to 20 million through media coverage. After the event, a state level school competition, in partnership with NGO Give Life Trust, sustained the momentum. The winners were taken on an educational tour of the Centre for Wind Energy Technology. The campaign strengthened knowledge about wind energy while setting the stage for future campaigns.

The Goal
According to the Global Wind 2008 report, India’s electricity demand is projected to more than triple by 2030 with wind energy generation growing only 22% annually. IWTMA aimed to drive the development of wind power in India and advocate the advantages of wind energy while injecting fresh optimism into India's energy crisis. By creating awareness amongst the national and state governments, bureaucrats, potential investors, students and general public, about the benefits and potential of wind as an sustainable energy source, IWTMA aimed to re-invent it's image as an environmental caretaker, while helping to breathe fresh life into India's rural economies.

• Garnered massive media coverage which reached out to approximately 20 million people (based on viewership and circulation statistics). • Educational street play on wind energy was viewed by over 10,000 people. • Nearly 1,000 people participated in the 1-km green rally. • Distribution of over 2,000 brochures at various schools in the city. • 100 finalists of the Catch Them Young competition were taken on an educational trip to the CWET. • Inspired by the success of Global Wind Day 2009, GWEC encouraged IWTMA to make the event an annual one and to organise the first Wind India Show which would add further focus to the industry.

The campaign began with pre-event publicity through posters on 40 public transport buses, 10,000 bulk SMSs, and print coverage. IWTMA partnered with NGO Give Life Trust, with nearly 350 underprivileged children participating. Bringing the campaign alive was the gathered audience pledging for a clean and green future. The 1-km green rally buoyed by the colourful paper fans further strengthened the stand and support for wind energy. An interactive street play in the regional language brought the giant issue to the understanding of the people. Enthused by the active response, IWTMA organised a state-level competition 'Catch Them Young', to maintain the energy in the issue. Over 500 students showcased their talent presenting the benefits of wind energy through essays, paintings and wind mill models. 100 finalists were taken for an educational field trip to the Centre for Wind Energy Technology (CWET) and the winning entries were celebrated.

The Situation
The Indian Wind Turbine Manufacturers Association (IWTMA) had to counteract a widespread skepticism associated with wind power. While the energy crisis in India has created a dire need to identify alternate forms of energy, the cost, noise and common belief that the industry had misused government tax incentives, had contributed to an air of distrust among the general public. The challenge was to negate this public cynicism through a concerted campaign of events, culminating in Global Wind Day 2009 - aimed at re-vamping public opinion about the benefits of wind power, for a cleaner, greener tomorrow.

The Strategy
Tamil Nadu, India's leading state in wind power generation, and Marina Beach, the second longest coastline in the world, attracting over 35,000 visitors a day, couldn't have been more appropriate for this occasion. The core theme, pivoting around the ‘Thank You for Adopting Me’ message, was visualised by a logo depicting a windmill bowing to the state, acknowledging the significant contribution made to the wind sector. Spreading the message was helped by the creativity of the campaign - colourful paper fans and green merchandising. Activities were planned to attract media interest while leaving a lasting impression on the youth of tomorrow. The city was inundated with bus panels encouraging public participation while the educational street-play, with the theme of "Believe in Wind Energy – It is the Future", was billed as 'humorous' and 'thought provoking' by local media. Endorsement by the Government and efforts to involve the media further strengthened the cause.