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MPCB Mobile Voice Campaign. -Presented by netCORE Solutions Pvt. Ltd. mBillionth Awards 2013. Category – m-Governance Govt. Department – Maharashtra Pollution Control Board (MPCB). Background.

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presented by netcore solutions pvt ltd

MPCB MobileVoice Campaign

-Presented by

netCORE Solutions Pvt. Ltd.

mbillionth awards 2013
mBillionth Awards 2013
  • Category – m-Governance
  • Govt. Department – Maharashtra Pollution Control Board (MPCB)
background
Background
  • Maharashtra Pollution Control Board (MPCB) wanted the people’s involvement in their activities of saving the environment and safe guarding the state.
  • Their earlier campaigns executed using Traditional media like print, radio, SMSs did not give them the desired result. Hence, they wanted a campaign which is direct and personal to the people of Maharashtra state. 
  • MPCB decided to launch these campaigns on special occasions related to environment and occasions where chances of causing ecological hazards are high, like Diwali, Holi etc.
objective
Objective
  • To spread awareness about the Environmental causes to pan Maharashtra state.
  • To cover all the occasions where environmental  issues can be addressed to people at one go. (Eg. Stopping the wastage of water during Holi – Considering the serious drought situation in some of the regions Of Maharashtra state)
  • To approach people of the state at a very personal level to create the desired impact of the campaign.
  • To reach maximum number of people at a personal level.
challenges
Challenges
  • To cover all the districts of the state; even the media dark areas.
  • To overcome all the barriers like literacy (Reading SMS, Print etc.), electricity (load shedding), devices (need of smart phones) etc; to reach the message to the end audience.
  • Tracking the exact result of a particular region where the campaign is run.
solutions offered
Solutions Offered
  • Mobile Campaign using Voice of the prominent leaders/ authorities of state Maharashtra.
    • Voice OBD (Out Bound Dialer) using netCORE’s platform (Click here )
      • People would hear the voices of Maharashtra\'s prominent leaders/ authorities , spreading awareness about the cause and asking them to take initiative in preserving the Environment.
    • Geographical targeting using locations on a map, specifying a radius (from 200 meters to 20 kilometers) to reach the exact targets.
    • Tracking these OBD’s performed region wise on response management platform - to analyze the performance and make an informed decision about the repetition of the campaign in that same region to insure reach.
execution
Execution
  • Campaign Type: Tentative (Performed as per the related occasions arrives)
  • Voice file made with:
    • Mr. PrithvirajChavan - CM of Maharashtra
    • Mr. AjitPawar - DCM of Maharashtra
    • Mr. SachinAhir - Minister of State for Environment & MLA
    • Mr. Sanjay Deotale - Minister for Environment & Cultural Affairs
  • Campaign Dates / Durations:
    • Environmental Day – 5th June,2012 – One day
    • Diwali – 14th November, 2012 - 3 days – Starting from 12th Nov
    • Holi – 27th March,2013 - 3 days – Starting from 25th March
results
Results
  • Successful Communication delivery:
    • World Environment Day - 3 Million calls
    • Diwali - 10.8 Million calls
    • Holi - 11.8 Million calls
    • About 87.5% people heard the full social message successfully
  • Highly successful campaign compared to other initiatives taken by MPCB previously.
  • Drastic change has been observed in the state on the following festivals.
    • Diwali(Significant decrease in the level of air and noise pollution due to less use of fireworks)
    • Holi(Less use of water and more use of natural / environment friendly colours)
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