Case Study of the Day: Room to Breathe Campaign

Introduction

Indoor air pollution (IAP) is a major health problem in developing countries, particularly in rural areas. In India, IAP is estimated to cause 1.3 million deaths each year, making it the fourth leading cause of death. The primary source of IAP in India is cooking with open fires and traditional biomass-based stoves. These stoves emit harmful pollutants, such as particulate matter, carbon monoxide, and nitrogen dioxide, which can cause respiratory problems, heart disease, and cancer.

The Room to Breathe Campaign

The Shell Foundation’s Room to Breathe campaign is a social marketing initiative that aims to reduce IAP in India by promoting the use of improved cook stoves. These stoves are more efficient and produce fewer emissions than traditional stoves, which can lead to significant health benefits.

About the Campaign

The campaign was launched in 2008 in the Shimoga district of Karnataka. The campaign uses a variety of methods to raise awareness of IAP and the benefits of improved cook stoves, including:

• Community mobilization: The campaign works with local communities to raise awareness of IAP and the benefits of improved cook stoves. This includes organizing awareness-raising events, such as street plays and village meetings.
• Product promotion: The campaign works with stove manufacturers to promote the sale of improved cook stoves. This includes providing marketing support, such as training on how to sell stoves and developing marketing materials.
• Financial incentives: The campaign provides financial incentives to households that adopt improved cook stoves. This includes providing subsidies for the purchase of stoves and providing loans to help households purchase stoves.

Results

The Room to Breathe campaign has been successful in raising awareness of IAP and the benefits of improved cook stoves. In the Shimoga district, the campaign has helped to increase the use of improved cook stoves from 10% to 50%. This has led to a significant reduction in IAP, with a corresponding decrease in respiratory illnesses and other health problems.

The campaign is a model for how social marketing can be used to address a major health problem. The campaign has shown that it is possible to raise awareness of IAP and promote the use of improved cook stoves, even in rural areas. This has led to significant health benefits for the people of India.

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