Club Mahindra Announces the Largest Sensitisation Campaign 'Phenk Mat Mumbai'

Industry Watch | October 17, 2018 | Press Release

Club Mahindra

Club Mahindra and Confederation of Indian Industry (CII) launched an initiative 'Phenk Mat Mumbai', supported by Brihanmumbai Municipal Corporation. The campaign is aimed at imbibing a social and sustained behavioural change in the youth of the city by internalising the habits of cleanliness and making them the lifelong ambassadors for anti-littering behaviour.

The campaign planned to promote anti-littering behaviour in children using Social Behaviour Change Communication techniques.  The campaign will be run in schools with a combination of workshops, education, engagement and competitions.

The programme commenced in June 2017 and is an ongoing programme, managed by Centre for Social and Behavior Change Communications (SBC3). Until the end of September 2018, the programme had covered 310 schools and nearly 3lac children. By February 2019 the programme will cover 400 schools. Children covered by the programme also had an impact on their households across the city.

Arun Nanda, Campaign Chairman, Phenk Mat Mumbai and Chairman, Mahindra Holidays and Resorts India Ltd said, “I am delighted to see our campaign shaping positively by imbibing new practices and learnings in children towards a cleaner city. Children are capable of influencing the mass if they are really made aware of the larger consequences taking place in society. Phenk Mat Mumbai is one such initiative taken believing this fact and we are glad to see the encouraging result”

The celebration event of the successful implementation of this cleanup initiative witnessed participation of 73 children from 185 schools. The school program was designed using the techniques of Social and Behaviour Change Communication which entails the use of communication to change behaviours, by influencing knowledge, attitude and social norms.

The program not only appealed to the logical mind but also connected with the children at an emotional level. In each school, the programme ran over two months with direct impact of improved cleanliness in the school and demonstration by children of their commitment to anti-littering.

'Phenk Mat Mumbai' an anti-littering initiative launched by Club Mahindra.

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