Global warming and environmental issues are no longer something that will merely impact us in the future, it’s already happening around us. Rosatom is Russia’s state nuclear energy corporation. This Russian Government organisation, headquartered in Moscow, is one of the leaders in the world’s nuclear energy industry. Notably, it runs 33 nuclear power plant units in 12 countries including the Kudankulam Nuclear Power Plant in Tamil Nadu, the largest nuclear power station in India.
Rosatom has a deep commitment to preserving natural resources and preventing global climate change. As part of their CSR activities, they decided to screen the third series of ‘Wild Edens: South Asia’, a documentary dedicated to the fight against global warming. The screening was held at Mumbai on 19th March 2019 in association with National Geographic Channel. Freida Pinto, Hollywood Indian actress and activist of Slumdog Millionaire fame was the Brand Ambassador. At Catalyst PR, we were tasked with managing this event and generating publicity and awareness about the screening.
How we did it!
We looked at the whole assignment from a broader berth, we decided that it should not merely be about the screening of a film. We wanted to add a whole new dimension to the event and also draw greater focus to the fight against global warming. We came up with the innovative concept of organizing a Wild Life Photography Contest online before the screening of ‘Wild Edens: South Asia” documentary. This was met quite enthusiastically by Rosatom.
A large campaign was run across print and social media to promote the contest and attract participation from amateur and aspiring photographers from all over India. The campaign was a big hit and we had an overwhelming response with 170 photographers from across India and Bangladesh participating. They came up with stunning photographs showcasing the theme brilliantly. Seventy of the entries were shortlisted. Winners were judged by Elia Kabanov, Editor, metkere.Com. The results were announced on March 17, 2019. Winners not only took home attractive prizes, they also received the opportunity to meet actress Freida Pinto at the film’s premiere. We also organised a press conference and one-on-one interviews with the actress during the film’s premiere which got us additional mileage.
The client was very happy with the results delivered. The campaign not only garnered plenty of publicity across media, it had many long reaching benefits. It clearly communicated that to protect wild life and environment, clean and green energy is one of the best solutions as it helps lower carbon emissions and reducing carbon footprints. It also became a wonderful platform for budding wildlife photographers to showcase their photography skills and knowledge.