Moreover, in order to attract the attention of the Generation-Y, the civic body is using innovative methods like quirky posters, radio jingles and has also tied up with popular eateries like Café Coffee Day and McDonalds to pass on the message. “Our main aim this time is to catch hold of the college-going students. Since old methods like awareness campaigns failed to attract their attention, now we are using methods like radio jingles and posters which are put up in areas that sees maximum young crowd,” said Suprabha Marathe, assistant engineer of BMC’s rainwater harvesting cell.
The BMC is spending nearly Rs 30 crores on the new rainwater harvesting plants in its various offices, Rs 6 crores on de-silting and maintenance of ponds and over Rs 14 lakh on awareness campaigns at this Jal Mela. Posters on BEST buses, pamphlets, essay writing competition, etc. are the other methods that the civic body is using to spread message on the need of water management. “We really need to concentrate on reducing water wastage. Our studies have shown that in every city household, around 12 liters of water is wasted in a minute. This is alarming and we need maximum cooperation from citizens to curb this problem,” said Marathe.
According to Marathe, this is the first time that the civic body has spent such huge amount on an awareness campaigns and has used unique methods. “Since radio is a way to reach out to audience in large numbers, we tied up with major radio channels. Essay and drawing competitions are another way through which we are trying to facilitate the two-way communication process,” she said. The BMC has also roped in National Service Scheme (NSS) students to spread the message. “Since students are best to spread awareness among this community, we roped in this group. In fact, after the Jal Mela started we have already reached to over 100 colleges,” said Marathe.
Setting an example of charity beginning at home, the BMC has also for the first time launched internal campaigns. “For past one month, we are carrying out internal campaigns in our head office and ward offices to sensitise every worker about better water management. We are also starting our own rainwater harvesting plant in the head office, ward offices and hospitals,” Marathe said.
Marathe added that peripheral hospitals like Kasturba and Bhagwati Hospitals have already got a rainwater harvesting plant. Plans are also on the anvil to start similar plants in major hospitals like Nair and KEM Hospitals. Pilot projects in transport garages and fire stations have also started. “Since these places have defined secondary usage of water, they were a natural choice to start the pilot project,” said Marathe. To encourage its staff, the BMC plans to offer awards too for water saving initiatives. “During our internal campaigns, awards will be given to those who show interest and comes up with more innovative ways. The same model will be replicated outside. Citizens groups, households and even individuals participating in our campaigns will be awarded,” said Marathe.
The BMC has also put new bore wells and ring wells in gardens like Priyadarshini Park and Colaba Woods. “In fact, we have installed these in 10 gardens around the city,” she added.