Big FM launches new Corporate Social Responsibility (CSR) campaign which is an extension of its larger positioning ‘Mumbai Manao, Life Banao’ that celebrates safety.
Big FM has taken the most pressing issue concerning a large part of Mumbai – dangerous local train commute. It aims to educate people who endanger their lives by not adhering to basic safety precautions.
Commenting on the rationale behind this initiative, Rabe T Iyer, Business Head, Big FM said, “The recent rise of accidents clearly means that some Mumbaikars continue to resort to rooftop travel and trespassing the railway tracks. They endanger their lives to save a few minutes.” This initiative aims to tackle this growing issue.
The campaign started on May 14 and saw RJ Ankit hosting the breakfast show from atop a bridge at one of Mumbai’s busiest railway stations – Dadar. The show was on air from 7AM to 11AM; it will continue each morning till May 17. RJ Ankit plans to get a minimum of 9270 volunteers to support the cause and spread awareness in the form of physical signatures, SMS and social media.
This is the first time Western Railways has partnered a media brand (Big FM) along with a NGO – Humanitarian Welfare and Research Foundation for such a campaign. It involves building awareness through safety messages around the theme ‘Safety manao, life banao’ throughout Western Railway public announcement systems supported by railway authorities and leading celebrities.
“This is not an ‘activity’ for us, it’s a commitment to partner with Mumbai’s lifeline in building consistent awareness over time and truly make a difference using the power of the radio. The sheer novelty of the initiative and scale is what got us permissions from Western Railway authorities to enable us to deliver the promise,” shared Iyer.