Case Study

Bihar Rural Livelihoods Project or JEEViKA (which means livelihood in Sanskrit) is implemented by Bihar Rural Livelihoods Promotion Society (BRLPS), an independent society of Government of Bihar with support from the Government of India, Government of Bihar and the World Bank. The organisation has been designated as the State Rural Livelihoods Mission (SRLM) to rollout National Rural Livelihoods Mission (NRLM) in Bihar

2nd Bihar Innovation Forum’s Road show to connect with High Impact Social Innovators

To guide social innovators on how to successfully apply for this Forum.

The AG8 Group is a multi- Faceted group with diverse business interest in the green field areas of Real Estate with residential and Business Projects, Sugar Mills and Hospitality, while the group has recently ventured into health care and education with future plan to venture into Power sector. In each of the existing sectors, the Group has created a definitive niche for itself.  In Real Estate AG8 enjoys a leadership stance in Madhya Pradesh.

AG8’s Aakriti Nature Cure Centre (ANCC), a centre for Naturopathy, Ayurveda & Yoga

Getting the widest media coverage for the Central India’s biggest and finest centre for the natural care.

1-0-8 Emergency Response Service is a 24X7 emergency service for medical, police and fire emergencies. The service is available for the entire state of Andhra Pradesh ,Gujarat, Uttarakhand , Goa, Tamil Nadu, Karnataka, Assam, Meghalaya, Madhya Pradesh, Himachal Pradesh, Chhattisgarh, Uttar Pradesh and 2 Union Territories Dadra & Nagar Haveli and Daman & Diu  The main highlights are It is a 24x7 emergency service. Toll Free number accessible from landline or mobile Emergency help will reach you in an average of 18 minutes.

The launch of 502 more ambulances by the end of March 2013 in the entire state of MP.  

Suitably help out GVK EMRI with the launch and ensure the proper media assistance.

Audi India is in the business of merging technology and aesthetics to create automobiles that transcend the ordinary. Audi cars are built to transport you to more than just locations; they are built to introduce you to the advanced state of mind.

To assist in the launch of Audi’s Bhopal showroom.  

Making it the most happening ever that city has experienced.

Remax is operating in 90+ countries across world consisting of 130+ regions. RE/MAX stands for Real Estate Maximums- Maximum satisfaction for clients, agents, and franchise owners. The RE/MAX worldwide phenomenon is based on the ground-breaking principle of maximizing earnings potential by enabling affiliated self-employed negotiators to retain the majority share of commissions on their individual sales. With an unsurpassed support structure to back them up, this model produces highly motivated Sales Associates who invest maximum effort. This ensures a first-class level of service for vendors and purchasers alike, resulting in maximum client satisfaction.

“National Conference on Soy Nutrition at Taj Santacruz, Mumbai”

Situation

In India, 1/3rd of Indian population is suffering from malnutrition and another 1/3rd people are suffering from diet related degenerative problems. All this can be cured and prevented, if Indians take adequate and prescribed quantity of proteins, they can build immune system in individuals. Also, protein rich diet is recommended for children of all age groups, teenagers, pregnant woman, senior citizens, farmers and laborers. It can also reduce school dropout rate among high school girls in villages.

• To convince government and the public to include soy in government feeding and social welfare programs for the general consumption.
• To garner wide publicity and promote that Soy contains 40% protein, which is higher than any other legumes and several animal products.
• Discuss in detail how related products as tofu, soymilk, soy nuggets, soy fortified wheat flour and gram flour can be issued.

• Planned and Organized events in Mumbai.
• Sharing of soy recipes to keep the interest afloat.
• Invited media and health experts.
• Disseminated press release.
• Ensured nation-wide coverage.

A methodological planning was done, after studying the demand and scarcity in the market. Our team worked aggressively on the fact that about 90% vegetarians and 85% non-vegetarians are from India. The event by the USSEC (United States Soybean Export Council) was planned in collaboration with the Association of Food Scientists and Technologists, Soy Food Promotion and Welfare Association, Soy Processors Association and Solvent Extractors Association of India. The topic of the event was “Soy nutrition and Soya opportunities — Creating Linkages”. A healthy discussion was carried on the topic under discussion, which generated positive response.

All through from the pre-event to post-event, how Soy can be useful in national nutrition security of India and to show the way to lead a healthy life was promoted. Speakers deliberated lecture on health benefits and how few fatal diseases as diabetes and cardio vascular diseases can be prevented. They gave speeches over health benefit that can be achieved by eating Soy on a regular basis.

Result/Key Achievement

• Increased awareness about the benefits of having soybean in diet.
• Able to generate curiosity about soy recipes on Twitter/Facebook.
• There was remarkable press coverage in both Tier 1 & Tier 2 cities.
• Disseminated information about soy products through hashtags.
• Stories of healthy food habits and protein rich diet was shared through You Tube.

• A highly nutritious food.
• A high protein nutrient both for vegetarians and non-vegetarians.
• A protein rich diet which is value for money.
• Good for health and can prevent from several communicable diseases as it can easily increase the level of protein in the body.

To convince women in rural areas to use LPG connections for cooking purpose and showcase PMUY as way,

• To protect health of women and children.
• To improve the living standard of poor women.
• For Women Empowerment, especially in rural India.
• To safeguard security of women who go to unsafe areas for collecting firewood.
• To show cooking fuel other than LPG fills the house with fume which is not good for health.

Situation

Approximately 10 crore households in India still rely on firewood, coal, dung- cakes et all for cooking purpose and are deprived of LPG as cooking fuel. WHO report shows that smoke inhaled by women from unclean fuel equals burning of 400 cigarettes in an hour and this severely affects their health and leads to several respiratory diseases/ disorders.

• To promote PMUY as a public welfare scheme.
• To generate favorable response from the media.
• To ensure proper coverage of the success of the scheme inspite of the challenges.
• To identify women from BPL families.
• Portray it as a vision of the PM Shri Narendra Modi.
• To show how CM of Madhya Pradesh is also supporting PM’s scheme and is launching other welfare schemes for the betterment of the state.

• Build pre-event excitement.
• Gather crowd who favors ruling government.
• Identifying correct Media Fraternity, especially those interested in writing about women issues, government policies & schemes and reports about state.
• Prepare a Press Release which covers the policy in its entirety.
• Ensure proper coverage post-event in all the main dailies.

PMUY is a government project and is basically aimed at improving the quality of life of rural India. Launch of the scheme in Madhya Pradesh required a scrutinized ground work to ensure desired result. A single loop could have backfired and portrayed Pradhan Mantri Ujjawala Yojna in the wrong taste. It, being a sensitive issue, our team had done an indepth study ofthe progress so far and worded Press Release in accordance, thus ensuring maximum publicity of the PMUY.

Press Release carried each important point which is highlight of the scheme as “Mahilaon Ko Mila Samman, Swacch Indhan-Behtar Jeevan” and more. For reference, check Press Release below.

Result/Key Achievement

• Successfully contributed in spreading and popularizing purpose of Pradhan Mantri Ujjawal Yojna in the greater interest of the public and nation at large.
• Event was available on You Tube and it was widely circulated.
• Social Media platform was used to create awareness and already generated hashtags were well promoted and used.
• Desired crowd attended and supported the event.
• Our team was able to identify BPL women and there were no chaos or confusion during distribution of LPG connection among the women .

To attract tourists from Uttar Pradesh and increase footfall in Madhya Pradesh by projecting Madhya Pradesh as,

• An interesting tourist destination.
• A place for wildlife enthusiasts.
• A desired destination for pilgrims.
• A place for historians and many more such niche travel enthusiasts.

Situation

Madhya Pradesh is the land of mosaic cultural and diversity.It is home to many religions and has a lot in her kitty to offer. A colourful state which has something for all age groups from children to adult to senior citizens. Situated in the centre of India, the state attracts tourists for various reasons, some even visit for salvation and for attaining complete solace. It is believed that ancient timeline of India also passed from this city and each Jyotirlinga represented timeline.

• To show Madhya Pradesh as coveted tourist destination.
• To highlight major tourist places of the state.
• To showcase cultural richness.
• To portray it as a place for wildlife and adventure lovers.
• To appropriately glamorize the ancient culture, architecture and time wrap that one experiences by visiting Madhya Pradesh.
• To present it as a State which is a favoured destination for Foreign Tourist and has people coming from across the globe including India.

• Build up pre-event excitement.
• Create an aura for the roadshow.
• Invite travelers, travel agents, travel bloggers and writers for the roadshow.
• Send invite at the right and ensure there is enough attendance.
• Arrange for photoshoot.
• Post-event follow up by our team in Uttar Pradesh for coverage.
• Circulate photographs for encouraging people to post, share and use in their write-ups.

Madhya Pradesh Tourism is actively involved in promoting tourism in the state and earn revenue through it. Our main moto was to ensure there is proper coverage in the main dailies of Uttar Pradesh and we are able to circulate information about the state. Our team identified the key influencers and people who are regularly approached for making bookings for various tour plans in and outside the country. Our team circulated information and prepared press kit which was shared with the attendees.

There were proper kiosks to answer queries related with the state and share as much information as possible.

Result/Key Achievement

• Road show got coverage in the main dailies of Tier 1 and Tier 2 newspapers both in Uttar Pradesh and in Madhya Pradesh.
• Travel magazine talked about the efforts made by MP government to promote tourism in the state.
• Roadshow was a great success as it witnessed over enthusiastic crowd who were willing to know more about the state.
• Social Media platform was flooded with queries related with good time to travel to MP and from where to find information on tour packages.

To strengthen government policy of ‘Make in India’ by encouraging people to innovate and bake. By observing World Baker’s Day, Assocom Institute of Bakery Technology & Management (AIBTM) set off to convey India can achieve anything if sphere of knowledge is broadened and if there is enough scope for experimentation with proper guidance. The company has plans to train 2000 persons associated with baking industry as it holds immense potential to multiply present estimated market cap of Rs 200 billion.

Situation

Baking industry is at a nascent stage in India and has a lot of potential to earn big revenues. By observing days like these, country is trying to open gates for skilled workers and those interested in baking industry. Country is trying to explore all grain based industry to promote skill and increase employment opportunities. Government institutions are organizing training programmes to interested individuals.

• To show how AIBTM is trying to help baking industry.
• To highlight major tourist places of the state.
• To showcase cultural richness.
• Inform and spread awareness about Assocom Institute of Bakery Technology and Management (AIBTM).
• Inform media about expansion plans of the training base by Assocom for all grain based industries, hospitality and related fields.
• Encourage various institutions in Noida to participate in the workshop.
• To inform about the attraction of the program which was International Short Courses offered by Dr.Kirk O’Donnell, AIBTM Board Member. The associated workshop provided hands on training on different Artisan Bread production, Advanced Cookie and Cracker Production and Baking Science and Quality Assurance.

• Build up pre-event excitement.
• Create an aura about the programme.
• Invite foodies, chefs and gourmet writers.
• Send invite at the right time and ensure there is enough attendance.
• Arrange for photoshoot.
• Post-event follow up by our team in Uttar Pradesh for coverage.
• Circulate photographs for encouraging people to post, share and use in their write-ups.

Our team tirelessly worked for contacting institutes and informing them about the event by AIBTM. Bakery associations were informed about the workshop and tips that are going to be shared during the workshop. Media was duly informed for ensuring proper coverage of the event. Our team constantly kept in line with ‘Make in India’ policy, this encouraged people to attend the show as there was high level of curiosity among the public to find out how government is helping the baking industry as well.

Result/Key Achievement

• Beside coverage, an interest about baking class and its scope was witnessed.
• Workshop was a great success as it entertained over enthusiastic crowd who were willing to know more about baking and the short term training classes of AIBTM.
• There was lot of queries about how to share recipes on social media.
• Crowd supported and applauded the initiative taken by the organization in organizing the event.

To demonstrate what a great partner India and Mauritius make. Both the countries have a rich and solid ayurvedic foundation.With some exquisite species of flora and fauna found in Mauritius, India as a country can easily make new discoveries in the field of ayurvedic medicines and can found some breather for chronic diseases as cancer, a good relationship can go a long way andcan benefit both.

Situation

Love and interest for anything natural and organic is growing by leaps and bounds and crossing geographical boundaries. Ayurveda has been a part of our tradition and culture since ages, today, there already exists a very respectable and prosperous ayurvedic medicines market and too in the ravines of the cities, small towns and villages.Apart from cultural similarities, both countries are rich in the wealth of medicinal flora as well as fauna. In addition, Goa Govt. & Govt. of Mauritius are collaborating on various projects including healthcare, Medical tourism, Ayurveda and tourism.

• To create a market for AYUR Herbarium.
• To show how the product is different from those available in the Indian market.
• Talk and discussion on medicinal herbarium which is a fascinating collection of various Ayurvedic medicinal plants exhibited with informative details of medicinal properties and uses of each herb.

• Build suspense over deals that Mauritius Govt and Indian Govt are going to sign.
• How Medicinal Tourism can benefit the countries which share same love for flora and fauna.
• Share information on various herbs, flora and fauna which are native of Mauritius and has great ayurvedic value.
• How a collaboration can help India in getting a gateway to the African Market where Mauritius has a strong control.

With an efficient team at work, we build the story across various media platforms. Each statement was finalized after studying the relationship that both the countries share and how they can mutual benefit. Press Release was prepared with after evaluating the response of the market towards Mauritian citizens and the Government. Here, ministries of two countries were involved, so media was informed and briefed about expected deals that could be signed during the event.

Result/Key Achievement

• Efforts of Ayush Ministry was adequately highlighted at the national and the local level.
• Visit of PM of Mauritius was positively taken by the Indian press and other media houses.
• The tie up was visualized as way to reach African market where India can market its ayurvedic medicine and products.
• Goa government work was well appreciated and their endeavor to support Medical Tourism was covered at the national level.
• Social Media was buzzing with the news and it was trending on Twitter and Facebook.

To convince the government to rethink their new rules for diagnostic lab jobs. Work towards getting public support for growing agitation, unrest in different states and win sympathy, so that government is forced to call back new set of rules which bars MSc. students from becoming qualified lab assistants unless they are adorned with PhD degree. Efforts were to be made to show that such a rule will lead to medical brain drain and India will be left with frustrated Medical M.Sc students who will not even be required for signing test reports.

Situation

The new rule states that all diagnostic laboratories should have doctors who are either registered with Medical Council of India (MCI) or State Medical Council. Many corporate hospitals as well as diagnostic laboratories employ Medical MSc postgraduates for interpreting and signing purpose of laboratory test reports. Recently, Rajasthan and Jharkhand has implemented the rules but it has been a cause of unrest across the nation.

In such a volatile situation, the press conference was to be organized and keeping the excitement level at bass, discontent of NMMTA had to be conveyed. There was a lot at stake as thousands were about to lose jobs and apprehension was magnifying at a tremendous speed. Medical practitioners who held degrees in Biochemistry and Microbiology were to lose job and there was no way of looking back.

• Built a scenario which would instantly garner wanted sympathy for the professionals who are already working and students.
• Talk to media how this new rule could affect a lot of students who are pursuing Biochemistry and Microbiology for finding a career in laboratories.
• Find out approximately how many private hospitals and laboratories are there in the country who hire MSc students.
• Call experts to share their views as it has already rolled out in Rajasthan and Jharkhand.

After taking an insight of the situation in the country, we discussed the scenario and invited only those media persons who had soft corners for the students and medical practitioners. For rest, we circulated a press release to update about the scenario and justify the protest carried by NMMTA. Press Release was drafted in a way which draws sympathy and apprise media of the present scenario and provide them enough data for analysis and comparative study. Our aim was to support nationwide protest and give enough material to media for doing a story.

Result/Key Achievement

• Protest by NMMTA was well discussed across all media platforms.
• There were positive inputs about the status of NMMTA and their protest was taken with lot of positivity.
• The protest which was held at different places was termed as a success.
• And press release was collected by media, administer and even government representatives to hear the plea of NMMTA who were requesting for addition of MSc degree holders in the guideline.

To communicate importance of quiz competition in the overall development of the student and to project Person National School Quiz as a prestigious recognition of talent. For the holistic development of children, such platforms provide an opportunity to showcase talent. Pearson School which is a part of the Pearson Group, a leading learning company ensures that child gets conducive environment for personality development through such quiz competitions.

Situation

Pearson National School Quiz Competition held the competition with 150 participating teams, only 8 qualified for the city level rounds. Jawaharlal Nehru School of Bhopal won the final round and representedthe region for the nation-wide series, held in different cities through the month of November. It was followed by a semi-final and grand finale which were held on 11th December. The win brought laurels to the winning school as Pearson conduct quiz competition at the National level and students get a good platform for showing their hidden talent for quizzing, sharing of information and team spirit.

Pearson National School Quiz Competition to be projected in high regards. Their way of conducting quiz at the city, region, state, and then at the National level had to be shown in a way that it adds to the overall development of the child who wants to be future ready for challenges of life and register success. Also, schools from other regions had to be encouraged to participate, so that there is enough publicity for the group’s endeavor and their reason for conducting quiz at such a grand scale.

• Pearson Learning Company to be presented as a group devoted to child’s development.
• Their quizzing structure to be promoted as a way to inculcate team spirit and realization of how a good team work can help in becoming winners.
• Further to show that their pattern also tests a child’s knowledge and give each participant enough opportunity to showcase their talent.
• Promote that students get a perfect platform for engaging in a debate and intellectual battle.
• Proper publicity planning was worked out for coverage at the local, regional and national level so that there is adequate promotion in the Tier 1 and 2 cities, where parents are over enthusiastic and alert for child’s complete personality development.

Our team discussed and planned a flowchart which began with sharing of information with media houses and schools. This was essential as participants were required. Press Release was to be drafted in a way that it is easily taken by school magazines, education journals, city journalists covering school events.

Result/Key Achievement

• Huge participation from various schools.
• 150 schools participated for qualifying for city level, only 8 qualified.
• Quiz competition got proper publicity as a National Level Talent Competition for students and regular participation can enhance their personality.

Purpose of the conference was to communicate that wheat and wheat products can be a source of income in various ways. Wheat system has a number of elements ranging from science & research, cultivation and all aspects of farm practices, post-harvest movement, storage and trade, processing, production and marketing of food ready-for-consumption. Wheat can also promote baking industry. Global wheat production and trade was one of the important highlights of the seminar.

Situation

A large number of Indian people depend upon wheat cultivation for their livelihood. Increasing trend in changing food habits following the robust economic growth has also brought in focus the issue of production of quality of wheat for food and nutritional security. Attempt is being made to bring about an open environment for mutual understanding of local and global issues and pressures that are being faced by this community. For the last 29 years, Wheat Products Promotion Society (WPPS) is organizing seminars to plan and accelerate growth and related processes at the international platform.

• Works of Wheat Products Promotion Society must be highlighted and what it is doing at the international level.
• How this society will help India and Indian farmers who are greatly depended on wheat production for livelihood.
• Why wheat production should be promoted and which are other sectors that are inter-related with wheat cultivation and quality production.
• Highlight, focus of the seminar on role of wheat system in tackling twin issues of sustained availability of basic food and combating menace of malnutrition among citizens of India and the world.

• WPPS efforts and endeavor to promote wheat growers need to be highlighted.
• Society to be projected as farmers/cultivators’ friend.
• Show how society in interacting with others in the industry and collaborating with those who can directly benefit from better quality production of the wheat, anywhere in the world.
• Organising seminars since 29 years to collaborate with the market and the suppliers and thus find out shortcomings of the wheat industry, which can be further enhanced as per market requirement.

As a team, we worked a methodology which can garner maximum limelight to the work done by WPPS. Seminar was opened with a session on baking, which talked about wheat and baking. This was well accepted by the invitees and media was briefed before the event, so that they are looking forward to the new highlights of the event which is greatly going to benefit Indian farmers.

Result/Key Achievement

• Good response from the invitees, there was a lot excitement.
• Not only promises that wheat holds but how it can promote other sectors as baking saw healthy debate and discussion.
• Media also responded favorably and wrote in favour of the WPPS society and USSEC, who were event organizers.

Disaster Management Institute to be portrayed as an institute that believes in zero tolerance towards disaster. Conference was a prelude to action plan that must be envisaged and brought into action across the country. Objective was to educate, coach and raise awareness regarding importance of how to reign the risk of natural or man-made disasters in the wake of emergency. Conference was to be symbolized as a place where experts were to interact for planning ahead, responding and then reducing disasters in our country.

Situation

The Sendai Framework for Disaster Risk Reduction 2015-2030, that was adopted by UN Member States on 18 March 2015 was aiming at increasing the interaction between the countries and states to volumize efforts and participation from both State and the Centre Government, public and all stakeholders who would benefit from debate and discussion for achieving zero tolerance towards disasters. Need was to promote preparedness for early response that will surely strengthen resilience. In the wake of the call by the disaster management, 13th October is observed as International Day for Disaster Risk Reduction (IDDR), which celebrates spirit of people as well as communities of the world who are continuously working for reducing their exposure to disasters.

• Disaster Management issues need to be propagated.
• Public and Government participation to be encouraged.
• Importance and Purpose of practice of Disaster Management drill to be shared in a convincing way.
• It is a serious national and global issue which requires awareness and not fear, and conference had to strategically convey this by involving various stake holders from different segment.
• Recognition of International Disaster Management Day on 13th October for prevention of new and reduction of existing disaster risk through implementation of integrated all-inclusive approach.

• Disaster Management is a grave issue and requires talk and debate at the global level, required to be highlighted.
• Realization and acceptance that people & communities across the world are working towards reducing exposure to disasters by raising awareness.
• Stories to be circulated regarding discussion to be held on ‘vision of India to become disaster resilient’ in the conference.
• Promote that it is a first National conference after the advent of the Sendai Framework for Disaster Risk Reduction (SFDRR) that was adopted at the third UN World Conference in Japan in March, 2015.

For this conference, our team met different media houses especially those who wrote extensively over disaster management and environmental issues. Also, briefs were shared with international news reporters, who would be interested in finding how India is becoming an active participant after the formation of Sendai Framework. Press Release was drafted in a way that there is adequate mention of previous issues and there are enough quotes of competent authorities.

Result/Key Achievement

• News about the conference was covered both within and outside the country.
• Reports on result of discussion was circulating across various media platforms.

The IMT Friendly Car Rally is aimed at opening doors of cargo and passenger’s movement in this corridor. It is an effort to strengthen ties with the neighboring countries and make a strong bond of friendship and brotherhood. The rally is to be regarded as an important step to stress on the IMT Motor Vehicle Agreement for fortifying regional connectivity and integration. Rally is a joint endeavor of Indian Chamber of Commerce and Government of India (Ministry of Road transport and Highways, Ministry of External Affairs, Ministry of Tourism, Department of North Eastern Region, Ministry of Petroleum and Natural Gas), and State Governments.

Situation

The rally was an addition to aspiration for promoting Trade, Investment, Tourism, Music, Culture and Historical Linkage between the countries. It was an extension of building friendly relation with the neighboring countries and improving connectivity between Indian States, Northeast India and Southeast Asia which till now has seen very few work of improvement and enhancement in the economy.

• IMT Rally to be shown as a way to improving ties between the countries.
• India to be projected as extending hand of friendship to her neighbors and working towards improving the financial condition too by promoting tourism and trade.
• UP to be projected as a progressive state as it is the first India State to flag off an event like this which exclusively aimed at deepening relationship for promoting collective security and thus ensuring development of all individuals as viewed by then UP Chief Minister.

• IMT Car Rally to involve car enthusiasts.
• Promote it as a National event and as a way to connect with neighbors.
• UP to be highlighted and shown as a state which is open to ideas of developing ties for improving economic and trade ties.
• Stories, write-ups, interviews, quotes to be shared and tweeted as much as possible.
• Building of the event for better coverage and showing how UP is supporting North East and other states of eastern region by collaborating with them.

Our team informed all car rallyists so that there is maximum participation. Press Release was drafted with lot of quotes on international relations and how to head of states and different ministries are looking forward to the success of rally. Date and timeline of end of rally was shared through Press Release, so that story can be covered in other states even if reporters from far and wide are unable to attend the rally.

Result/Key Achievement

• News of the rally was covered both within and outside the country.
• Newspapers of Tier 1 and Tier 2 covered the news and talked about how it will enhance relation between the countries and improve economic and trade relation in the IMT corridor.
• Car Rally saw an overenthusiastic response at the national and international level.
• There were lot of appreciation on Social Media.

Families Values should be next point of discussion. Conference of Catholic Bishops of India wanted to communicate importance of revitalizing families. At the 29th Plenary Assembly (General Body), CCBI wished to reinforce the call by Pope Francis who termed ‘Families as Sacred’. Foundation of family values has shaken across the world, so this was regarded as proactive action plan for a fast-developing Indian Economy which might get effected in the coming times.

Situation

In Asia, issues related with family life has not really started but elsewhere in the world, it has become a common problem. Family ties have become sensitive and today people think snapping ties is easier and beneficial rather than moving ahead with it with time and career. Witnessing such a problem in other parts of the world, Bishops have organized 8 day deliberations on the issues concerning with families in Asia with special focus on India. Meet was held in Bhopal which was to be attended by 130 Bishops of the 182 Latin rite bishops.

• Few corners of India, being communal sensitive, this news had to be projected as one of the conferences which can control the changing ethos and values of Indians who are gradually moving towards nuclear society.
• Highlight had to be on how to secure family life in times when focus needs to be on career.
• Angle had to be shifted towards ‘Debates over need for revitalizing family’ was essential since there is a growing in disparity between haves and haves not, inter-caste or inter-religion marriages are becoming common aspect, which can severe ties easily if there is an adjustment problem related with eating habits et all.

• Very casual approach was adopted and highlight was shifted on how to strengthen love that exists between the couples.
• Press Release was talking about importance of family values, where India stands and why there is a special focus on the country when as a nation we believe in strong family values.
• Idea was to run soft story through press release.

Our Team read the statement issued by the Pope Francis and started press release with the phrase ‘Family as sacred’. This approach was adopted as it immediately won sympathy and aroused interest in the media. Story was picked up from the wire agency by several newspapers as it was dealing with an inherent social problem which India is facing.

Result/Key Achievement

• Objective of rising awareness about family values was well accepted.
• There were stories across various media platforms.
• Bhopal, where conference was held saw a good coverage.
• Internet was talking about it in full bloom.
• Story was also taken by leading newspapers.

Through this event, motive was to show how SamridhhiYojna which is a part of The United Nations Population Fund (UNFPA) project is going to help 3500 adolescent girls across 150 (approximately) villages in Bijawar and Badamalhara blocks. Empowerment of adolescent girls is important as this will help them to make a decision for themselves and make them self-reliant. Various NGOs and Government bodies are requested to help in the accomplishment of the project.

Situation

UNFPA in collaboration with SBI Foundation was to launch the project Saridhhi in Madhya Pradesh. It is a part of the UNFPA’s 12-nation Action for Adolescent Girl and has already been rolled out in Rajasthan and Odisha. The project aims to teach girls in the age group of 10-19 years who are particularly vulnerable section of the society. It will educate and inform them about their health, social and economic well-being. Further, it will help young girls dream and realize their aspirations in an informed and responsible way.

• News and benefits of the project had to reach right people and groups.
• There should be proper coverage and pre-event briefs should be circulated on time.
• Enough material had to be collected to answer post-event queries about the success and status of this project in Rajasthan and Odisha.
• Data was to be prepared and was to be shared about the work of UNFPA in India and other countries.

• Press kits had to be prepared with complete backgrounder of the UNFPA Samriddhi project for adolescent girls.
• Interaction with representative of the organization had to be worked out for a good resounding coverage of the project.
• An exhaustive invite to the media covering national, international and local news was required to be circulated as it was an UN’s event which draws attention of several sections of the media.
• NGOs, women and girl groups were invited.
• Students from girls were encouraged to come.

With an eye to details, our team was efficient enough to identify the potential of the launch. Invite was distributed by hand and through emails and there was also a kiosk, so that no one is missed. Press kit was distributed through mail and by hand for ensuring good coverage of the whole event.

Result/Key Achievement

• Event was not only covered well but there was a healthy discussion.
• Response from NGO was appreciable.
• Bhopal, where conference was held saw a good coverage.
• Social Media gave a positive response.
• There was nation-wide coverage which was the main aim of the event as it was essentially aiming welfare of the women and girls.