Rally for Rivers — Missed Call Campaign
Missed Call · WhatsApp · Movement
About The Campaign
Rivers face critical decline and urgent action is necessary. Isha Foundation organized a massive awareness initiative — Rally for Rivers — covering 13 states with 20+ events across major cities, spanning over 7,000 km. Leadership and celebrities participated throughout the journey, galvanizing public attention on the crisis facing India's rivers.
Campaign's Objective
The organization sought to develop a comprehensive solution to save India's rivers — unique in its structure as a primarily economic program with a significant ecological impact. The goal was to drive government action for river revitalization through massive citizen participation.
CIL's Solution
Cosmic Information & Technology activated number 80009 80009 for missed calls and WhatsApp engagement. Citizens could participate by sending a missed call to support the cause. The campaign launched July 9, 2017, inviting participation through 'Just ONE missed call to become a part of a huge wave towards implementing government action to revive our rivers.'
Outcome
Rally for Rivers became the world's largest ecological movement, with over 162 million people supporting the cause through missed calls. Over 180 public events drew thousands, and the campaign delivered an unprecedented volume of citizen participation in a conservation movement.
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