Lighting Asia/Bangladesh’s consumer education and outreach campaign, “Surjobati”, claimed bronze in the “Social Development & CSR Campaign of the Year” category at the Flame Awards 2018, “the most prestigious award program that celebrates the best of the best in rural marketing and communication.”
The “Surjobati” (Solar Light) campaign was targeted at the rural off-grid population under the banner; “change your light, change your life.” It was designed to illustrate the benefits of transitioning from kerosene-based lighting to a quality verified solar lighting products in terms of better health, brighter and more reliable lighting, significant savings over time, and a reduction in negative environmental impacts.
The campaign ran during the winter of 2017-18 across 36 upazilas (geographic regions) in 15 districts of Bangladesh. The campaign reached an estimated 119,000 people from all walks of life during this period. There was a special focus to increase women’s participation in the campaign and the team successfully achieved a male to female audience ratio of 1:1. The campaign used mobile van units to spread the message at bazaars, women’s group meet-ups, and retailer meetings. A short film encouraging the adoption of solar products was shown at these meetings, and ads were placed in newspapers. A call center was also established where people could call toll-free to get more information about the relevant products.
About the Flame Awards
The Rural Marketing Association of India (RMAI) instituted the Flame Awards to recognize excellence in marketing, promotion and initiatives across rural markets of the subcontinent.
The submissions are first judged individually by a screening jury comprising of brand custodians, marketers, media / advertising professionals and domain experts in rural marketing. Shortlisted entries are then judged by a panel of senior jury drawn from across Asia pacific. Scores are added up and the shortlisted entries are then deliberated over at the jury meet to finally determine winners.” (Flame Awards Asia 2018)
For further information about the awards: