GAIL Ropes in Children For ‘Hawa Badlo Campaign’

The campaign aims to motivate students to sign up as Hawa Badlo School Warriors

e4m by exchange4media Staff
Updated: Nov 18, 2017 9:30 AM

GAIL (India) Limited released a video titled ‘A Grey Day at School’ as part of its Hawa Badlo campaign committed to improving air quality. It urged people to sign up as Hawa Badlo warriors. The video narrative revolves around a school principal’s dream on how air pollution is impacting the lives of children.
The video opens with a 10-year old girl busy completing her illustration for a class assignment. Realizing she does not have a black crayon, the girl glances around and spots the cotton placed at the window sill to prevent the thick smog-like substance from coming inside. Using this cotton, blackened due to pollution, the ingenious girl finishes her sketch. The principal smiles at her and moves on to the next classroom, from where he spots an ongoing smog drill. Deeply concerned, he further moves ahead and notices useful information being displayed on COAL vs NATGAS. He overhears a teacher telling his students about animals that have become extinct. Suddenly, a sharp knock on the door wakes him up from this dreadful dream and he makes his way to address students on the Environment Day.

Sharing the thought behind the campaign, Gajendra Singh, Director of Marketing at GAIL (India) Limited, said, “As per a UNICEF 2016 report, almost 300 million children around the world are exposed to toxic levels of outdoor air pollution. Children are more vulnerable than adults to air pollution, as they breathe twice as quickly and their respiratory tracts are more permeable. Considering the growing environmental concerns worldwide, we decided to do something that will help us sensitise people on a large scale.”
Protiqe Mojoomdar, Creative Producer, Handyyman, who supervised the campaign, said, “It is our second campaign for GAIL India Ltd. and their sensitive initiative ‘Hawa Badlo’, after the anthem video and campaign with Javed Ali and Harshdeep Kaur. This film is designed as a sharp reminder, call it a jolt, to civilisation that is taking its toll on the environment, and in turn, our forthcoming generations. As the smog surrounds us, can we see far enough into the future? How long will we last on this planet? What will life be like inside and outside schools? What is that one nightmare that will wake us up from our slumber? These are questions that this film asks of our parents and authorities. This campaign is to motivate them and the children to look for answers desperately”.
The video, directed by Sushant Shukla, aims to create awareness about the consequences of environmental contamination caused by human activity and motivates people to inculcate environment-friendly habits such as switching to CNG/electric vehicles, carpooling, and use of public transport.

The Hawa Badlo campaign is in line with GAIL’s commitment to improve air quality with collective societal efforts under the Hawa Badlo - Swachh Air Mission initiative. This campaign seeks to unify people who believe in the cause and urges them to sign up as Hawa Badlo warriors to physically execute initiatives and take steps towards positive change.

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