Summary
Today the number of detractors of the Goa is limited to few environmental activist groups. The project has been successful in clearing all the myths related to the project and has emphatically established the need of this project for improving Goa's power situation. The testimonials of locals supporting the need of the project has been a huge endorsement. Further, the project is on track with some of the project elements making steady progress.
Challenge
The Context: Goa Tamnar Transmission Project came into the eye of storm in April 2020 due to a perception issue. During this period three linear projects in Goa received approval from the National Board of Wildlife. Environmental activists saw these projects, which included Goa-Tamnar, as a threat to Goa's biodiversity. The transmission project was, however, envisaged by Power Ministry to provide energy security to the state which was otherwise heavily reliant on polluting DG sets. The Protests: The activism moved from social media to on-ground when people took to the streets to protest against the projects. It was important for Sterlite Power to bring about a perception change as it strongly believed in the all-encompassing benefits that the project would bring for Goans. What We Did? ‘Power For Goa' was an effort towards debunking all myths associated with the project, create awareness regarding power transmission and its co-existence with nature.
Objective
Sterlite Power initiated a 360-degree stakeholder-centric campaign called ‘Power For Goa' to achieve the following objectives: 1) To establish the fact that a growing Goa needs 24x7 reliable power to grow sustainably 2) To create awareness and dispel myths around the Goa Tamnar project and turn the public perception in its favour 3) Winning the hearts and minds of the people of Goa through fact-based communication and emotive storytelling
Strategy
The Challenge: The public furore regarding the three linear projects reached a peak in Aug 2020 when a leading mainline newspaper went on to do a feature on the project and how it threatened Goa's biodiversity. • Environmental groups in Goa like Goa Foundation, political groups, youth and student groups joined the bandwagon and by Dec 2020 it was a full-blown reputational crisis with every local media writing negatively regarding the project. • What also emerged by then was that a lot of incorrect information and myths regarding the project were doing the rounds. • On ground, the project team encountered resistance from landowners. People were increasingly getting skeptical regarding the need of the project and viewed it as a political agenda. A case of smoke and mirrors was gradually developing. Our Strategy: To counter this web of misinformation, Sterlite Power initiated a 360-degree stakeholder centric campaign - Power For Goa. • As part of the strategy, Sterlite Power decided to engage in a continuous dialogue with all stakeholder groups to bridge the disconnect. • Proactive engagement with media and local communities to dispel myths, keep the communication channel flowing and at the same time contain any sort of miscommunication. • Multiple channels were deployed to ensure widespread content outreach.
Data
Multiple formats were deployed to maximise stakeholder outreach. As part of the owned media strategy, a strategic paid engagement with a leading publication Group – Fomento Group in Goa was established. Fomento Group's presence ran across print (The Goan – leading mainline newspaper in Goa since 2015, regional (Goan Vaartha – Goa's fastest growing regional electronic channel), electronic (Prudent – with a viewership of 1.75 Mn, it is again a leading mainline electronic channel in Goa), and digital (Prudent website) mediums. This media partnership acted as an ideal conduit for Sterlite Power to provide correct and real time information on the project and drive the narrative on pertinent issues like the adverse impact of DG sets in Goa, the mitigation measures to be undertaken by the project, importance of reliable power for Goa's tourism industry etc. This paid media engagement ran in tandem with earned editorial outreach as well. Press meets were organized to answer all the queries regarding the project. A comprehensive content calendar was developed to ensure a constant flow of fact-based information. • Media roundtables attended by 20 leading print and electronic publications • Editorial connect with 8 leading publications resulting in 33 coverages over a period of 9 months • Implementation of the campaign resulted in shift in the tonality from negative to positive Broader communication on the project continued through a dedicated website and social media handles on Twitter, Meta (formerly known as Facebook), Linkedin and Instagram to put out facts and good measures taken by the project team to minimize any impact on environment and wildlife. Another neutral platform titled Power for Goa was created on Meta to drive the conversation on power needs for Goa.
Solution
Growing Goa Needs 24/7 Reliable Power: Goa has been making rapid strides when it comes to development. There has been an unprecedented increase in power demand. It is connected to the Western Grid through the 400kV Kolhapur-Mapusa line and a single 220kV line from the south. Because of limited and aging transmission infrastructure, Goa started experiencing power outages. A Solution for Goa's Growing Needs: Sterlite power was awarded this project for development. The Challenge: In the same timeframe, the Standing Committee for National Board of Wildlife (SC NBWL), gave wildlife clearances to three linear infrastructure projects in Goa, some of which were passing through Mollem National Park. Following these clearances, a large number of representations and appeals from civil society members started The Irony: The facts got mixed up with emotions and the project that was envisaged to make Goa self-sufficient, was being regarded as a threat to the state. The Myths: 1. The project was passing through the biodiversity hotspot – Mollem National Park in Goa; hence, would damage the environment. 2. Goa is self-sufficient in power and did not need new infrastructure. The Reality: 1. The Goa-Tamnar Project was not passing through Mollem National Park 2. The per capita consumption of power in Goa is almost double the national average. Goa does not produce sufficient power of its own and hence, relies on other states to meet its power needs. There is only one connectivity which, also is not reliable. Power for Goa Campaign: We conceptualized an extensive 360-degree stakeholder-centric campaign. Primary goals of the campaign: • Engaging in continuous dialogue with stakeholders and community to create awareness and dispel myths around the Goa Tamnar project and turn the public perception in its favour. • Winning the hearts and minds of the people of Goa through fact-based communication.
Results
1. Over a period of 9 months, starting Jan 2021, the campaign reached a whopping 27.5 Mn stakeholders and Goans. TOTAL CAMPAIGN REACH: Total exposures delivered: 27.5 Mn Print media reach: 7.9 Mn Online media reach: 17.4 Mn 2. Over a period of 9 months, 4 different TVCs were telecasted. This garnered a viewership of 1.75 Mn. TOTAL TVC REACH: Total telecasted hours: 75 hours Total number of slots: 5553 slots Total reach: 1.75 Mn 3. Implementation of the campaign resulted in shift in the tonality from negative to positive Share of Voice (SoV) from Aug-Dec 2020 Negative SoV: 61% Neutral Sov: 18% Positive SoV: 21% Share of Voice (SoV) from Jan-Nov 2021 Negative SoV: 38% Neutral Sov: 14% Positive SoV: 48% 4. Out of 40 media houses in Goa, our Power for Goa campaign has reached more than 30 media outlets, resulting in more than 80% of target media covered. These media outlets include all tier 1 publications like Times of India, Hindustan Times, Herald, Goan, Lokmat etc. 5. Marathi Media Roundtables – Coverage in 6 Regional Papers 6. English Media Roundtable – Coverage in 11 leading publications 7. Publications carrying Goa Tamnar stories has reached 7.9 Mn households approx. during the Power for Goa Campaign
