Launch of Ujjawala Yojana in South and West India
IndianOil Launch of Ujjawala Yojana in South and West India 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.
