Cannes Lions

Rain Harvesting Billboard

KINETIC WORLDWIDE, Mumbai / VODAFONE / 2017

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Case Film
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Overview

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Credits

Overview

Description

We decided to make the creative thought evolve round the areas where we could yield a positive change. We couldn’t influence the weather, intervene in debt cycles, or revise Government policies. That left us with problem 2 and 4 – bring water to the small farmers who needed it the most. So was rainwater harvesting – a possible solution?

Our Insight: In this life and death situation, every drop of water matters. There are places of plentiful rainfall and places with little or none. The key was to harvest water at places of plenty and reach them to the parched lands.

THE CREATIVE IDEA thus was to TURN VODAFONE BILLBOARDS TO SUPPORT RAINWATER HARVESTING SOLUTION THAT ALSO HAD A CONNECT TO THEIR MOBILE PHONES. Hence, leverage our existing resources help replenish natural resources.

Execution

(a) Billboard modification: Structural reinforcements were made to strengthen the billboard withstand the additional weight of the water-collecting panel. The panels were installed atop the billboards, which was then connected to the tanks, kept below the billboards through pipes.

(b) Sim innovation & mobile network integration: A customised mobile SIM based application was designed and was fitted with each tank to send water level alters on mobile phone of the user.

(c) Water collection & distribution logistics: Based on the SMS alerts, periodical water collection mechanism were put in place. Two mobile water-tanker vans were hired & the external surface had been branded. Draught affected villages close to Pune had been pre-identified & mapped for distribution. Movements of the water tankers too had been monitored through GPS.

Outcome

RESULT 1: Over 50,000 LITERS OF RAIN WATER COLLECTED.

RESULT 2: NOT ONE BUT TWO VILLAGES REACHED. Collected rain water was transported to more than 40 cultivated croplands across 2 villages in Maharashtra – at Wadebolai and Burkegaon Village

RESULT 3: 3X FARMER FAMILIES IMPACTED: Not 10 but 30 farmer families. Parched lands now fertile and profitable. Helping farmers become self-sufficient.

RESULT 4: UNPRECEDENTED LOVE, SUPPORT AND RECOGNITION. The initiative was successfully covered by media across the globe: Indian and international dailies spread the story of this successful innovation

RESULT 5: MEDIA OWNERS PLEDGE RESOURCES FOR PHASE II IN 8 STATES OF INDIA

RESULT 6: PUBLIC-PRIVATE-PARTNERSHIP WITH IRRIGATION DEPT. OF MAHARASHTRA TO SET UP PERMANENT RAINWATER HARVESTING SITES.

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