MUMBAI: With water scarcity becoming a grave cause of concern across the country, Big FM has initiated a national water conservation awareness drive titled ‘Pani Bachao, Life Banao’. The three month campaign will engage listeners across 30 stations of its network, and will witness partnerships and associations with local NGOs, governing bodies and celebrities across four phases.
Kick-starting in May, the campaign will witness facts which highlight the gravity of the issue, combined with tips on water conservation which vary from rainwater harvesting to simple tips on saving water.
It will also see an amalgamation of multiple on-ground and on-air elements which will encourage listeners to conserve water during the course. Phase I will focus on awareness as water scarcity is currently an emotional situation for the families who have been affected by this issue especially in drought-affected areas. Big FM will share factoids about water scarcity and conservation and its importance for the burgeoning Indian populace.
Big FM business head Ashwin Padmanabhan said, “Water shortage is a critical issue being faced by many families across the country. With the launch of the ‘Pani Bachao, Life Banao’ initiative, we aim to encourage listeners to take the necessary steps for water conservation. Through associations with experts, local NGOs, and governing bodies among others, along with support from our listeners our endeavour is to create awareness regarding the benefits of water saving techniques like rainwater harvesting thereby reducing the overall negative impact of the lack of water.”
Phase II will involve advocacy where the station will engage listeners in day-long marathons, encouraging them to take a pledge to conserve water.
Moving on, phase III of the campaign will witness more engagement on-ground as RJs, local NGOs, water boards and other governing bodies come together to visit multiple localities across markets to educate citizens regarding the advantages of rainwater harvesting and reducing wastage of water.
The campaign will culminate with the efforts put in during the course of the ‘Pani Bachao, Life Banao’ initiative. The phase will highlight the changing trends in water utilization along with installations of rainwater harvesting systems.
The initiative will effectively utilize emerging digital and social media platforms to not only create awareness about water scarcity but also share tips and factoids enabling listeners to conserve and harvest water enabling reduction in the amount of water being wasted on a daily basis.