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Challenging India to find solutions to Women’s Safety and Water Scarcity - The PRactice

Challenging India to find solutions to Women’s Safety and Water Scarcity

XPRIZE is one of the world’s biggest facilitators of radical innovations that have the potential to bring about exponential change.

XPRIZE incentivizes solutions for challenges that are audacious, yet achievable. The non-profit organization planned to launch two of its prizes – Anu and Naveen Jain Women’s Safety XPRIZE and Water Abundance XPRIZE in India. The challenge was that India was a unique, diverse and unchartered territory for the client.

XPRIZE partnered with The PRactice to build awareness of the challenges in India, and encourage Indian and global teams to participate. We designed an integrated Brand Communication strategy. This included Strategic Media Relations, Digital Engagement, Content Development and Stakeholder Engagement. We engaged with the media extensively and it payed off in the form of great coverage in traditional, regional, new age and digital media. We used existing social media properties to run a campaign that highlighted women’s safety and water scarcity issues and roped in various stakeholder comprising individuals and organizations who believed in making a difference.

As an outcome of our integrated strategy, India ranked second (after US) in terms of maximum registered applications for both the prizes.

The extensive publicity, wide print and digital media coverage, interviews, discussions, meetings and created brand recall which led to the desired response. 85 teams registered for the Women Safety XPRIZE of which 20 Teams were from India. 98 teams registered for the Water Abundance XPRIZE of which 11 Teams were from India. As an outcome of our integrated strategy, India ranked second (after US) in terms of maximum registered applications for both the prizes.

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