Save Thungabhadra Case Study

Case study

Save Tungabhadra

The Save Tungabhadra Campaign : A campaign to protect the river, preserve its resources, and safeguard the lives of lakhs who depend on it.

Advocation to protect the dam resources and construct reservoirs to channelise the water bodies for effective utilisation

Primary Goal

Advocate for the protection of Tungabhadra dam resources and construction of reservoirs to optimize water usage for agriculture, drinking water, and other essential needs.

Secondary Goal

Raise awareness about the dire consequences for the livelihoods of lakhs of people reliant on the river if its resources are not managed effectively. Inspire public participation by generating a strong network of volunteers and contributors to sustain the movement.

Approach

At the heart of the campaign was the need to connect with people by highlighting the river’s profound impact on their lives. Our approach combined storytelling with powerful visuals to create a meaningful and lasting impression.

Impactful Digital Content

A mix of branding assets, social media posts, and video content was designed to inform, engage, and inspire action.

High-Impact Campaigns

Strategically targeted campaigns were launched across Google and partnered platforms to reach a wide audience, generate awareness, and mobilize volunteers and contributors.

Storytelling Focus

We prioritized sharing authentic stories of farmers and local communities directly affected by the deteriorating state of the Tungabhadra River. These stories served as a poignant reminder of the urgency of saving the river.

Campaign Content

Given the scale of the issue, video content emerged as the most effective medium to achieve widespread reach and engagement. The content strategy included

Short-Form Content

Reels: Designed for social media, these short, engaging videos aimed to educate viewers on the environmental impacts while inspiring action. Storytelling and compelling visuals played a central role.
Documentaries and Case Videos

Short Documentaries: To address the depth of the issue, a detailed documentary was created. It traced the journey of the Tungabhadra basin, highlighting challenges, environmental impacts, and expert insights.
Social Media Impact

Video content garnered over 40 lakh views, with an average of 2 lakh organic views per video. The storytelling approach struck a chord with audiences across age groups and demographics.

Community Awareness

The stories of affected farmers and locals resonated deeply, fostering a sense of urgency among the audience to take action. Volunteer Mobilization Over 1,000 volunteers signed up to actively contribute to the Save Tungabhadra movement.

Key Success Factors

The campaign's astounding results can be attributed to two core elements

Stories of Individuals: These personal narratives created a strong emotional connection with viewers, helping them empathize with those directly affected by the river's deteriorating state.

The Bigger Picture: By addressing the broader implications of the issue, the campaign appealed to the rational side of the audience, showcasing the far-reaching impacts of neglecting the Tungabhadra River.

The Save Tungabhadra campaign proved

The Save Tungabhadra campaign proved to be a resounding success, not only in raising awareness but also in mobilizing actionable support for a cause of immense importance. By leveraging impactful storytelling, strategic content distribution, and the power of community, we were able to drive meaningful change and create a lasting impact on the lives of those dependent on the Tungabhadra River.