Hindustan pledges to fight mosquitoes through ‘Machchar ko Takkar’ campaign

The 40-day editorial campaign highlighted the issue of mosquito breeding across cities and the impact it had on residents

e4m by exchange4media Staff
Updated: Oct 7, 2019 3:34 PM

Mosquito-borne diseases kill over a million people in India every year, yet little is done to improve the situation. Hindustan, India’s second largest daily, decided to raise its voice on this pressing issue through a 40-day editorial campaign titled ‘Hindustan Machchar ko Takkar’ highlighting the issue of mosquito breeding across cities and the impact it had on residents. This was accompanied with a first-of-its-kind poster innovation across top markets of UP & Bihar contributing to making cities mosquito free.

Hindustan, through its massive on-ground presence across cities in UP & Bihar, orchestrated multiple activities including 200+ school activations with doctors raising awareness about the symptoms of mosquito borne diseases and the importance of clean surroundings, touching base with over 50, 000 children. This was combined with 15 days of mobile awareness van drive and empowering residents to become citizen journalists, giving them an opportunity to raise their voice against authorities’ apathy towards mosquito breeding hot-spots which was in turn amplified by Hindustan. Additionally, 250 samwaad sessions were also conducted across key locations of UP and Bihar with people of influence to engage them on the importance of clean surroundings especially during rainy season.

Along with these activities, Hindustan engaged with larger audience through deployment of over 2 lakh innovative larvicide induced posters across U.P & Bihar. These posters when mixed with rain water converted standing water into a deadly trap for mosquitoes for up to 60 days.

A short video highlighting the campaign can be viewed here: 

Talking about the initiative, Rajan Bhalla, Group CMO, HT Media Ltd. said, "Hindustan always believes in highlighting issues of core relevance and working towards providing efficient solutions. The ‘Machchar ko Takkar’ campaign was one such innovative effort in leveraging our reach and network to help our readers combat the menace of mosquitoes. Through the efforts of this campaign, Hindustan continues to deliver on its core brand promise – Tarakki ka Naya Nazariya."

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