Negativity hampers one’s thinking. With regular exposure to negative news reported in media, we have set certain stereotypes in our minds. The moment such similar situations occur; our first thoughts and reactions are usually negative. Insecurities, fears and distrust take over empathy, generosity and warmth. Unfortunately the effect is so subtle and natural that we seldom reflect over it.

Our idea was to take the No Negative Monday feature of Dainik Bhaskar and turn it into a movement towards positivity. The campaign was crafted to make people think; Think negatively. Show them how negative thoughts come very naturally. And then let them question their own thinking by turning the same situation on its head. The message was simple ‘change your thinking and everything else will change.

A series of teasers was launched on 8th March 2015 on digital and print media showing the four stories from the film with sensationalized headlines. The film was strategically launched on Friday the 13th (March’ 15).

A website served as platform for people to exchange ideas and experiences on no negative way of life and also to take a pledge to live no negative. Personalized FB cover saying ‘I choose to live no negative” were sent to those who pledged. Social platforms were engaged to amplify the message and encourage participation.

Over 690,000 sq.cm.of print was used at strategic interventions to drive the campaign through the year. The message was also integrate with days like Mother’s Day, Father’s Day and World No Tobacco Day etc.

800+ events were conducted in 34 cities across India. Celebrity endorsements populated the message.

Over 3000 trade partners were engaged through 3 innovative mailers.

Reach

•Film was viewed by 0.79 million viewers

•About 50 million people were reached through Dainik Bhaskar’s print and web platform.

•Engaged with over 0.5 million people through ground activation

Impact:

•Awarded with 12 wins in national and international forums including a finalist in INMA

•At international forum Prime Minister of India applauded the campaign and the change it intends to bring

•In a survey conducted by IPSOS, 81% readers believe that positive news brings happiness and positively influences one’s mindset.

•75% believe ‘they have a bright future in India’

•68% felt that ‘world is full of good people’.

•Game changer achievement: Indian News media changed their editorial philosophy and integrated positive content

Sales

•Helped increase circulation revenue by 8%