The document outlines a communication plan to promote a World Bank rural water supply project in Punjab, India. As radio usage was low in rural Punjab, the plan aimed to maximize the impact of scheduled radio road shows. It involved generating pre-event awareness through posters, competitions, and social mapping. The road shows were conceptualized as "knowledge melas" featuring infotainment for villagers. Activities on the event days included children's competitions, honoring volunteers, and adults signing a pledge wall committing to the project. The plan resulted in active participation across villages, students encouraging volunteers, positive word-of-mouth, 100% households pledging support, and regional newspaper coverage.

1. Resolving
Radio's Rural Market Challenge
An Integrated Communications Plan

2. Unless your campaign has a BIG idea,
it will pass like a ship in a dark night

3. THE RADIO DILEMMA
Punjab Water Supply and Sanitation
Department, the execution agency for the
World Bank Project on Rural Water Supply,
constituted of mostly engineers. In good faith,
they had tied up with AIR(All India Radio) for
Road Shows in rural Punjab.
THE CHALLENGE:
As per the desk study, in Rural Punjab the
Radio Usage is extremely low. This was later
corroborated in our field reports. As the AIR
contract had already been finalized, we devised
a Communication Plan to get max out of the
money invested.
.

4. TASK AT HAND
• Sensitize the rural population about the
bad effects of current water system
• Build a positive disposition towards the
World Bank Project on Rural Water
Supply
• Increase volunteers & pro-project
enablers for the project

5. VEHICLE BRANDING
• To create excitement amongst the TG

6. MAKE ROADSHOW
- a ‘KNOWLEDGE MELA’
CREATING HYPE FOR THE EVENT
Generate event awareness, boost up morale of
the activists &participants
• Collaterals (Posters/Flexes)
:
• Muniyadi
• Interactive Activities at village school
Drawing/slogan writing competition for
Water Conservation
• Anganwadis– Social Mapping with ladies
• Identification of the KOL(Key Opinion
Leader) and proper invitation for them
Conceptualized it as a ‘KNOWLEDGE MELA’,
with INFOTAINMENT as its tonality. A Road
Show that is By the Villagers, For the villagers ,
Of the Villagers.

7. POSTER

8. PRIZES
BUTTON BUDDY
GLASS

9. PLEDGE WALL

10. PLEDGE CARD

11. EVENT DAY

12. EVENT DAY
A proper chalked out program with
activities for each segment, all going on air:
Micro- segmentation is the Key
Children ; Quiz, declaration of prizes for
slogan writing, poem recitation on Water
Conservation
KOL & Volunteers: Honoring Volunteers by
KOL(Key Opinion Leader)
Adults: ‘PLEDGE WALL’- a signature
wall(flex ) on which each household adults
sign together &commit for the project.
Polity: The CM address highlighting on the
benefits of the project played.

13. Live on Radio
Pledge Ceremony
Village Rally
Honouring KOL’s
EVENT DAY
PRE EVENT HYPE
Social Mapping Drawing Competition

14. ENCOURAGING RESPONSE
•Active Participation by children & adults
from the host village and neighboring
villages.
• Students spirited about the project and
coax their mothers to volunteer
• Word of Mouth travels to villages in
proximity
• 100% households take Pledge for Safe
Water
• Coverage in most of the regional dailies