Save Parsik HiIl Campaign wins international recognition

MUMBAI:  Concept PR has earned the Gold under PR Agency Achievement of the Year category in the prestigious US-based 7th Annual PR World Awards for its social communication campaign #Save Parsik Hill, executed on behalf of Public Relations Council of India (PRCI).

This is the second consecutive PR World award for PRCI and Concept PR as their campaign, #Mission Mumbai Local, has won Gold under PR Milestone of the Year at the 6th edition of the awards last year. Concept PR is the lone Indian agency to figure in the awardees list.

 Save Parsik Hill campaign focused on the need to stop check plundering of the hills under the guise of quarrying and protects the bio-diversity of the area. The hills have been the major source of stones for the construction industry in Mumbai Metropolitan Region for over four decades and they have ravaged by blasting and exploiting much beyond the officially allotted areas.

“The PR World Award is recognition of a novel Social Communication Campaign initiated by Concept PR to focus on issues of community interest,” said Ashish Jalan, CEO and director of Concept PR. “It also stands testimony to the consultancy’s professional commitment, dedication and team work. We are happy to have executed the Parsik Hill campaign on behalf of not-for-profit PRCI,” he said.

“We launched a well orchestrated social communication campaign on the Environment Day in association with the Mumbai Press Club last year,” said B N Kumar, executive director – Concept PR. The basic idea was to bring into sharp focus the environmental damage being done by unchecked quarrying. The campaign involved twitter, facebook posts and an online petition to the Chief Minister to stop further quarrying of the Hills, he said.

Four NGOs – Shree Ekvira Aai Pratishtan (SEAP), Awaaz Foundation, Vanashakti and Watchdog Foundation have backed the drive. Later, SEAP continuously supported the campaign by writing to various authorities such as the Thane district collector, Konkan Divisional Commissioner, the forest and pollution control board officials pointing out that many hills have begun to disappear and whatever is left needs to be saved..

As the massive public opinion gained momentum, various stake holders and government agencies have veered round to the fact that Parsik Hill quarrying needs to be stopped now. Even the Maharashtra’s Directorate of Geology and Mining has said Parsik Hills have come under danger zone.

“We are happy to have been associated with the PRCI campaign Save Parsik Hill. The consistent campaign has been able to raise awareness levels among various stakeholders,” said Nandakumar Pawar, forunder director of Shree Ekvira Aai Pratishtan (SEAP). “But the battle is not yet over. We have to ensure Parsik Hill is protected from quarrying altogether. SEAP, along with PRCI, will continue the campaign through various tools of communication,” he added..

M B Jayaram, Chief Mentor and Chairman Emeritus of PRCI, said: “We are glad that the joint efforts are paying dividends. It has been great experience working with Concept PR on our campaigns and win international recognition for the second consecutive year.”

The coveted annual SVUS PR World Awards programme encompasses the world’s best in recognizing public relations, marketing, corporate communications, investor relations, and business development professionals, teams, departments, and achievements from every major industry in the world. Organizations from all over the world including public and private, for-profit and non-profit, largest to smallest and new start-ups, have submitted their nominations.

More than 80 judges from a broad spectrum of industry voices from around the world participated and their average scores determined the 2018 award winners, the organizers said.

Level-playing field for Girls, please!

#Shakti4Beti - a stage show at PRCI Bengaluru event in progress. Pix: DIVYA VENKAT POGARU

As PRCI celebrates Daughters’ Day to commemorate late Indo-US astronaut Kalpana Chawla, here are some random thoughts by M B JAYARAM, Chief Mentor and Chairman Emeritus of the national communicators body

Kalpana Chawla has been inspiration for many girls as she demonstrated to us as to how one reach the sky with hard work, determination and above all focused approach.

All that girls need proper opportunities and you see how they excel.

In this context, let me mention that PRCI has aptly chosen #Shakti4Beti as our focused theme to empower the girl child.

India is a society of contrasts and even contradictions.

On the one hand the society worships deities such as Durga as the symbol of Shakti or triumph of good over evil, and Lakshmi as the Goddess of Wealth, while on the other girls and women are still being subjected to ill-treatment.

Even in the 21^st century, and at a time when India is racing to emerge as an economic super power, it is really sad that women and girls are discriminated against. Gender disparity is still a major socio-economic issue.

Isn’t is a sad commentary on the society in general that we need to have women welfare departments and women rights commission as though they are some endangered species?

 I do not think that many right thinking women would crave for privileges and any special treatment – be it at home, school/college or even at work places.

Girls just want level playing field. PRCI also supports the same thought when wesays Shakti4beti.

Women always excelled if they are given freedom as men and not shackled with anti-women practices.

Apart from mythology, even history has innumerable examples of women doing wonders. Take the case of Rani Lakshmibai of Jhansi, or for that matter freedom fighters such as Sarojini Naidu who were in the forefront of struggle against British tyranny. Kasturba worked silently with Mahatma Gandhi. In post -independent India too women have done as good as men and even better at times.

In education, sports, social service, politics, management, movies, corporate sector – you name it, you have women excelling.

Even at PRCI, we have many women working with their men that too without any inhibitions and issues! In fact, the Daughters Day event at Bengaluru was successfully led several women office-bearers.

But it is still sad that the ratio of women coming out into the open isn’t  very encouraging.

Majority of girls and women are still being relegated to domestic work and the kitchen.

But with increasing education and the society becoming liberal, things should improve and the girl child will get empowered.

I am of the strong opinion that the empowerment begins at home.

Mothers, more than anyone else, should unshackle themselves and treat their daughters on par with boys.

This thought has to be communicated well through various means of communication, including social and traditional media.

I know social media is a double edged sword. I am sure with proper use it will help us cut through the mindset against the girl child.

Shakti4beti will have achieved what it is meant for.

I sincerely hope that we will not have to celebrate daughters’ day specially. We shall work towards observing  a Skill Development or Talent Promotion Day, next year!

But to achieve this PRCI will have to do aggressive communication which I am sure our teams are capable of.

Finally, let me say: Shakti4Society – not mere for Beti!