Winner of CSR/Social Initiative Campaign Category at the e4m Maverick Awards 2024.
The success and impact of Redmatter’s campaign for the Foundation for Democratic Reforms (FDR) have earned it a prestigious award at the e4m Maverick Awards 2024 in the CSR/Social Initiative Campaign category. This award recognizes the campaign’s innovative approach, which not only sparked a critical public debate on pension reforms but also effectively mobilized public opinion to prevent the reinstatement of the Old Pension Scheme (OPS) in Telangana. Competing among the top campaigns in India, the recognition highlights the campaign’s influence on public policy and its contribution to broader social welfare by advocating for the National Pension System (NPS), a more sustainable and equitable solution.
At Redmatter, we launched this dynamic campaign to ignite widespread public action by emphasizing the moral and economic dangers of OPS—a policy that benefits a small group of government employees at the expense of the broader workforce. Through compelling storytelling and a sense of urgency, we successfully brought this critical issue to the forefront of public debate, creating a powerful movement for change.
#RefuseItDefuseIt : Mobilizing Public Action Against the Return of the Old Pension Scheme
Client: Foundation for Democratic Reforms (FDR)
Objective: Prevent the reinstatement of the Old Pension Scheme (OPS) and promote the continuation of the National Pension System (NPS) in Telangana.
Campaign: #RefuseItDefuseIt
Overview
At Redmatter, we spearheaded a dynamic campaign for the Foundation for Democratic Reforms (FDR) in Telangana to prevent the return of the Old Pension Scheme (OPS) and advocate for the National Pension System (NPS). Our approach aimed to ignite widespread public action by highlighting the moral and economic dangers of OPS—a policy that benefits a small group of government employees at the expense of the broader workforce. Through compelling storytelling and a sense of urgency, we brought this critical issue to the forefront of public debate, creating a powerful movement for change.
Core Objective
Our primary goal was to halt the reimplementation of OPS while ensuring that the NPS remained the policy of choice. We framed OPS as an unjust and financially risky system that favored a minority while jeopardizing the economic future of the larger workforce and government. The campaign sought to create awareness and prevent the adoption of OPS by shaping public opinion and building momentum for NPS.
Strategic Approach
- Consumer Insight: People act when they emotionally resonate with an issue, especially if it feels urgent. We recognized that a distant policy like OPS needed to be made immediate to drive action.
- Emotional Appeal Over Rationality: Rather than relying on dry, logical arguments, we framed OPS as an immediate threat to societal fairness and economic stability, urging people to act before it was too late.
- High-Drama Representation: The campaign used dramatic scenarios to portray the dangers of OPS, turning an abstract policy debate into an emotionally charged issue demanding immediate public engagement.
- Broad-Based Mobilization: By positioning OPS as a national social and economic issue, we expanded the conversation beyond government employees, building a coalition of concerned citizens to pressure policymakers.
Creativity and Innovation
To raise awareness about the dangers of OPS, we broke new ground with a dramatic storytelling approach:
- Dramatic Concept: #RefuseItDefuseIt
We conceptualized a powerful metaphor: the ticking bomb. In a series of three cinematic trailers, we portrayed ordinary individuals strapped with time bombs, symbolizing the looming financial disaster of OPS. This stark imagery highlighted the urgency of defusing the situation—emphasizing that immediate action was required to avoid catastrophe. - Tollywood-Inspired Storytelling
Embracing the high-energy, dramatic flair of Tollywood, we launched our campaign theatrically. This unconventional strategy created a buzz and transformed a policy debate into an event, making the campaign a cultural moment that captured public attention. - Teaser Posters
We designed teaser posters resembling those of thriller films, building suspense and anticipation around the campaign. These posters intrigued audiences, drawing them into the conversation even before the full message was revealed.
Execution
- Three Short Films:
We produced three emotionally charged short films, each portraying individuals facing life-threatening scenarios with time bombs. These films conveyed the immediate risks posed by OPS, provoking strong emotional responses from the audience. - Social Media Amplification:
The films were shared on social media, quickly gaining momentum. Influencers and media personalities shared the campaign, helping to create a viral effect and expanding our reach. - High-Profile Launch Event:
We premiered the main film in a movie theater, featuring a special appearance by Jay Prakash Narayan, adding credibility and generating media attention. The reveal of the campaign’s purpose at the climax of the film created a powerful link between the dramatic scenarios and the real-world implications of OPS. - Microsite and Public Engagement:
A dedicated microsite allowed people to vote against OPS and join the movement, converting online engagement into tangible action. This created a direct channel for citizens to express their stance.
Results
The #RefuseItDefuseIt campaign achieved significant success both in terms of public engagement and political impact.
Quantitative Impact:
- 7.3 million impressions
- 3 million minutes viewed
- 12,000 votes cast against OPS
Qualitative Impact:
- Transformed a previously overlooked issue into a critical public concern.
- Garnered widespread media coverage across major platforms like TOI, ET, and Business Line.
- Increased political pressure on officials to reconsider the implementation of OPS.
- Engaged authorities, who responded to the issue by delaying the OPS reimplementation.
Biggest Achievement:
The campaign successfully led the Telangana State Government to halt the reimplementation of OPS, despite it being part of their election manifesto. This victory underscores the effectiveness of Redmatter’s creative strategy and the power of storytelling in shaping public policy.
