Taproot launches second phase of TOI campaign on farmer suicides

30 Jan,2014

By A Correspondent


Taproot India has released the second part of the farmer suicides campaign it has created for The Times of India.  The awareness campaign began in April last year with an exhibition, traffic to which was driven by a print and outdoor campaign. As part of that communication, 12 portraits of dead farmers were created using dry, burnt hay. These portraits were displayed and auctioned and the proceeds from each portrait were given to the families of the deceased.


“The objective of this campaign is to raise awareness of this issue so that steps are taken to support the farmers. In addition the campaign will also attempt to provide an alternative source of income  to the farmers families that have been affected,” said Rahul Kansal, Executive Director, Bennett, Coleman & Co Ltd, the publishers of The Times of India.


Rahul Kansal

Given the response to the initial phase, the second phase of the campaign was launched a few days back a two-minute TVC, which is also a part of a digital campaign that got implemented around the same time. Webchutney is the digital agency. Along with the television message, hoardings have been planned in different cities, starting with Mumbai. Followed by a print campaign and a second round of exhibition planned at Feb end in Nagpur, The whole agenda of the campaign is to have more and more people wake up to the issue and generate sufficient funds for the hugely affected farmer community, notes a communiqué.


Santosh Padhi

“One Indian farmer committing suicide every 30 minutes is indeed a shocking piece of news. Our attempt is to make people realise the seriousness of the issue and request people to donate or spread the message. The more we spread the message the higher our chances of saving a few lives,” said Santosh Padhi, Chief Creative Officer and Co-founder, Taproot India.


All proceeds go towards helping the community learn alternative means of livelihood and to support the families of the bereaved. The initiative has been carried out with support from Samaj Sevak Charitable Trust, an NGO working for the same cause, thereby ensuring the funds reach those rightfully in need. The initiative has also gained support from the National Bank for Agriculture and Rural Development to ensure effective implementation of all its programmes.


“India’s economic strength comes from the farmers and all that they produce. Close to 60 percent of people are still directly or indirectly dependent on agriculture. For centuries, the entire nation has been heavily reliant on the farmers. So it’s only right that now when they are suffering, we try and do everything from donations to awareness programs to ease their pain and put an end to their sufferings,” said Vivek Khilare, Secretary and Divisional Head, Samaj Sevak Trust, Mumbai


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