Campaign: No happy ending

India’s cities and towns are growing rapidly, as people move from rural areas in search of jobs. The most dramatic example of the country’s urbanisation is Guragon which in just 10 years has been transformed from a small farming village near Delhi to one of the biggest urban centres in India. This transformation means vast areas of forest are being sacrificed for commercial and residential development.

In 2009, Y&R Mumbai was asked to generate a pro bono campaign for Dakshta, an Indian NGO educating people about the need to secure green areas in or near cities. The campaign, worth approximately $3,000, was launched in March. The posters depict dark, grey images of urban life alongside colourful, familiar cartoon characters, reminding people about the importance of protecting urban green spaces.

The campaign helped the NGO obtain 1,720 new members who helped to plant 3,021 trees across the city.