The National Green Tribunal imposed a fine on burning stubble, but coercion would not work. Moral arguments too won’t work. The farmer needed alternatives.

Our creative idea was pegged on a simple thought : Let’s talk to the farmer and tell him what stubble burning does to his soil quality, what are the alternates available and how they could contribute to a better environment.

A TEAM OF EXPERTS CREATED AWARENESS: 80 experts and 86 members from our team visited 288 villages. They highlighted impact on environment and soil fertility, and suggested alternates. Village heads from nearby 161 villages attended workshops.

PROMISE NOT TO BURN : 5040 farmers and 449 village heads took an oath to not burn crop residue.

INVOLVING POLICY MAKERS AND SPECIALISTS: 19 panel discussions with experts and policymakers deliberating on methods for crop residue management.

CHILDREN RALLIED AGAINST CROP RESIDUE BURNING: Carrying the message to over 4000 farmers

CAUSE ADVOCACY: 130 farmers who adopted alternate methods of crop residue removal, were nominated agents of change. Honored at public meetings, they worked as campaign ambassadors.

MAINTREAMING THE CAUSE THROUGH EDITORIAL CONTENT: We set the agenda on crop residue management for readers and government. We wrote about the impact, the predicament of farmers, profiled agents of change, and highlighted policy alternatives for government.

Reduction in Farm Fires by 21%

Number of active fires reduced from 11,195 in 2016 to 8,861 in 2017.

(Data period 7th Oct – 7th Nov, 2017 vs 2016)

Agricultural Associations reacted

1. Farmer’s association to create a report on handling crop residue

2. Agriculture Department announced the creation of a team of scientists to share research findings with farmers on alternatives.

3. Awareness camps to be setup across the state before the next sowing season

Affirmative Government Action

1. Agriculture Minister announced INR 120mn subsidy on buying stubble removal equipment and provided subsidized labor

2. Stories of 130 Agents of change showcased on government website

3. Custom Hiring Centers commissioned -a group of farmers will purchase and use crop residue removal machinery at subsidized cost.

Impact on Brand : Dainik Jagran became the No.1 newspaper in the state with 1.3 mn readers as per the Indian Readership Survey 2017