GreyMatters Case Studies

Hello & Namaskar!

You are listening to GreyMatters podcast. This is the case study segment.

Today, we’re talking about the International Labour Organization’s campaign on Social Protection Floor and its implementation in the state of Odisha, India.

The ILO and the United Nations identified the Social Protection Floor as an essential component of inclusive growth in India. In line with this, the United Nations Development Actions Framework (UNDAF) for year 2012-17, identified Odisha as a pilot state for establishing institutional frameworks for SPF that can be replicated and scaled up at a national level.

GreyMatters Communications was entrusted with the important task of driving awareness about SPF among key stakeholders in Odisha. Our goal was to design and execute a campaign to create a better understanding about SPF and sensitize stakeholders about the significance of ILO’s initiatives.

We designed an advocacy campaign aimed at targeted communication among Policymakers, NGOs, Trade Unions, and Employers Organizations, directly and through conventional and social media platforms. The messaging strategy was carefully crafted to ensure each stakeholder group received customized messages.

We employed an approach of Inter-Personal Communication and Media-Led Communication. This included tools such as a Media Workshop, Editorials, Press Releases, Interviews, Meetings with Influencers, Emailers, and Social Media.

Our efforts paid off and the campaign was a resounding success. 75 news clips were generated over a period of three months with a readership of about 300 million, we organised 3 media workshops, reached out to over 100 journalists Our targeted communication approach helped us reach out to the right stakeholders, and the messaging was well-received. Our media-led communication approach helped spread the word far and wide, and we received significant coverage in both conventional and social media.

The advocacy campaign established better understanding about SPF among key stakeholders. The pilot in Odisha set a benchmark for establishing institutional frameworks for SPF and has opened the door for replication and scaling up at a national level.

Thanks for tuning in to GreyMatters Podcast.