Can you contribute to a child’s education through your waste? How we used one campaign to spread the message of Saving the Environment & Educating Children

1. How we used one campaign to spread the message of
Saving the Environment & Educating Children
Client Name - Mahindra Susten
Date: July 2019
Duration: 10 Days
Platform: Social Media
Category : Digital
Submitted for: Best of social media for CSR

2. Can you contribute to
a child’s education through your waste?
Background
Mahindra Susten, the solar arm of Mahindra Group, has a sustainability-driven mission that
encompasses not just the environment, but also people’s lives. As a part of the CSR initiative,
Mahindra Susten partnered with Ennoble Innovations to help them get recycled school bags
to children in rural India.
These bags were getting made from the waste collected. Waste like - Old Clothes, Jeans,
Flexes, Tyres & more
So we said let’s bridge this gap
Let’s #CutTheCrap

3. Only One Objective
More Scrap Collected =
More Power to a Childs Education
We proposed to organise a physical event for maximum participation
#CutTheCrap was a way to get people to pay attention to plastic and other waste, and be more
conscious of their behaviour. We asked people to submit their scrap waste - old Clothes, Jeans, Flexes,
Tyres and other materials which generally end up in landfills to help create these bags (Yelo-Green
Bags) which are made specifically for the education of the underprivileged children.
The event was organised at We Work, BKC later repeated at All Mahindra Susten Branches
The audience was given an idea about the total waste disposed to facts that show how harmful plastic
really was. The thought was integrated to various communications over 10 days which led to the
build up of an onground activity in tie-up with Ennoble.

4. Pre Event Hype We rolled out creatives before the campaign to bring out various
environmental issues and their long lasting impact on society
The Microsite The microsite hosted all the details of the event, the certificate, a
calculator, and other salient details
Event Coverage The 3 days of the event was covered, and we got a few words from
the attendees. This was captured in an aftermovie
Repeat Susten continued this activity at their other office locations. Mahindra
Rise picked up the activity and took it ahead on a larger scale
The Activity Scrap collected & educated people real time on the benefits of the
bag and the scrap to bag conversion process

5. The Buildup
Discussing the problem

6. Emphasis On The Problem

7. Dramatic Visuals to Grab the Attention

8. Using Special Days to get the message across
Video URL:
https://www.instagram.com/p/ByUihY5FXSj/
Video URL:
https://www.instagram.com/p/ByUsNQDlFoa/
Video URL:
https://www.instagram.com/p/ByVBFfAlMBh/

9. Conversing the Problem
Slide 1 Slide 2 Slide 3

10. The Activity
Inviting Towards
the Solution

11. The Solution
https://www.instagram.com/p/B0VxbAvFNML/?igshid=allzj
qktud34

12. Teaser To The Activity

13. Inviting to contribute towards the solution
https://www.instagram.com/p/
B0TeRXRFnvk/?igshid=1ve5zu
5vfcjl5
https://www.instagram.com/p/B0Xp9
Akl6u9/?igshid=1h6l2gfwfyiob

14. Recording The Impact

15. CLICK HERE
FOR THE ENTIRE
ACTIVITY
SUMMARY

16. The Good Deed Certificate
was given to everyone who
donated scrap at any of the
live locations - at Wework,
BKC, Bandra, and Susten
office in Thane

17. The Microsite:
https://mahindrasusten.com/
cutthecrap/
Features:
• Scrap Counter
• Scrap Collection
Centres
• Share Activity on Social

18. Coverage in the press
Press release URL:
https://indiantelevision.com/mam/marketing/mam/m
ahindra-susten-promotes-greater-sustainability-with-
cutthecrap-campaign-191014
https://www.exchange4media.com/marketing-
news/mahindra-susten-launches-cutthecrap-
campaign-100280.html

19. The
Impact
In 3 Days
80 Bags Donated
80 lives changed as a result of these collections
52 Kilos of Scrap Upcycled
In just the first 3 days of the activity
Trusting The Process
Over the 1+ month of the activity across both sites (Wework, BKC and Mahindra Susten, Thane)
Tomorrow’s Green Warriors
The families who got the bag have understood the importance of sustainability at an early age
A Bigger Belief
The idea evolved at a group level and taken with Mahindra Rise still conducting the movement

20. 1.3 Million +
Overall Impressions
7,00,000 +
Cumulative Reach
52,000+
Cumulative Post Engagement
Social Media Performance

21. Forming a culture of creative thinkers who are passionate
about building brand experiences that people love.
Currently, we scale businesses with ideas for content,
technology, design & data.
While the best is yet to come, we continue
#SimplifyingTheWeb