• In India, the poor had limited access to cooking gas (LPG). The spread of LPG cylinders had been predominantly in the urban and semi-urban areas with the coverage mostly in middle class and affluent households. But there were serious health hazards associated with cooking based on fossil fuels.
• According to WHO estimates, about 5 lakh deaths in India alone due to unclean cooking fuels. Most of these premature deaths were due to non-communicable diseases such as heart disease, stroke, chronic obstructive pulmonary disease and lung cancer. Indoor air pollution is also responsible for a significant number of acute respiratory illnesses in young children.
• According to experts, having an open fire in the kitchen is like burning 400 cigarettes an hour.
• Insight: Give respect and bring back dignity of women by surrendering your LPG connection.

The Impact

• Media Mix: It was intensive campaign for three months using TV, Print, Outdoor and Radio with 70% spent on Television.
• The impact: The campaign saw a great success in evoking human emotions and crores of LPG users surrendered their connections for benefits of poor women. This campaign was very effective in south and west India.