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With support from the U.S. Department of State, The Asia Foundation has been implementing the “Baigaliar ni bailgay" project since 2020. From September to October 2024, this initiative successfully launched the “Baigaliar ni bailgay” social impact campaign. This campaign aimed to combat the harmful effects of illegal mining, promote environmental awareness, and encourage the public to protect natural resources.
Client: The Asia Foundation
Date: 2024/09-2024/10
Project team:
CEO: Nyamdelger. S
Team Leader: Dulguun G.
Account Manager: Bulgankhishig. T
Assistant Account Manager: Shinekhuu B. Enkhzaya T. Oyubileg G. Bilguun Ch.
Copywriter: Gerelt-Od D.
Production : Lasso Studio
Production Director: Amin-Erdene P.
Videographer: Munkhjin E.
Production Designer: Khulan G.
Challenge
Illegal mining continues to cause significant harm to the environment, leading to ecosystem degradation, water contamination, and loss of biodiversity. Beyond the ecological damage, there was a crucial need to raise public awareness about the severity and consequences of illegal mining activities. Another challenge was the lack of sufficient reporting mechanisms to encourage the public to report illegal mining activities to the relevant authorities, a vital step in addressing the issue.
Strategy
The campaign’s strategy focused on educational outreach through targeted messaging that emphasized the importance of avoiding illegal mining and reporting violations. Social media played a central role, allowing us to reach a broad audience and engage the public effectively. Content included informative posts, videos, and interactive materials designed to spark conversation and raise awareness. The campaign also promoted responsible mining practices that comply with legal standards and support ecological restoration, highlighting the importance of protecting natural resource areas through state conservation efforts.
Result
The campaign achieved significant results, including increased public awareness of the harmful impacts of illegal mining and the need for environmental protection. Social media engagement helped foster interaction and sparked discussions, encouraging the public to take action. This outreach promoted responsible behavior and inspired people to support sustainable practices. Moreover, the initiative strengthened community involvement, motivating the public to report illegal mining activities and advocate for conservation, ultimately contributing to a more informed and environmentally responsible society.
Execution
Areas that need to be taken under state special protection:
Areas that need to be taken under state special protection:
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