Mobile-Towers May Be Endangering Species of Birds Across India and Threatening Bees.
How do you poach customers in a battle for survival and marketshare? An Indian mobile-telephony company, Aircel, may have hit upon a new idea for big-game hunting. Aircel has partnered with the World Wildlife Fund (WWF) India, in a strategic campaign to save the declining population of tigers in India. Why save half a paisa on talk-time, when you can go save a tiger? You may join the initiative here: www.saveourtigers.com
In one leap, the company has earned good karma points by creating a growing social-buzz around its campaign in new-media such as facebook, twitter, and online blogs, and most importantly, by generating market-conversations around its brand. City-wide hoardings, and ads in traditional media are further fueling their buzz. Suddenly, people are emotionally-charged and galvanized, and funds and support are pouring in to save the tiger. This is Corporate Social Responsibility (CSR) at its best. I wish every corporate in India feels inspired to devote a huge chunk of their marketing funds and warfare at similar causes that matter to us.
Save Our Birds and Bees
But who will save species of birds and even bees endangered by the harmful radiation emitted by mobile cell-towers? According to several media reports, the ElectroMagnetic Radiation (EMR) from cell-towers can damage eggs and embryos of birds, and may have caused the rapidly-declining numbers in the bird-population across regions. “It’s almost like being microwaved”, says a researcher involved with the study on the impact of EMR from these towers.
Here’s a report from the Times of India from 3 October 2008, on various researchers that seem to concur on their findings: http://bit.ly/CellTwrBirds
Another report, carried by AFP and published at PhysOrg, mentions the deadly impact of EMR on the population of bees in India: http://bit.ly/CellTwrBees
We must save tigers. But we must also save these birds and bees. Even if it means the cell-tower as we know it has to become extinct. Smarter Corporate Social Responsibility, not just from Aircel, but any other corporate, should urgently address this issue. As an individual, you can generate enough buzz around this issue to galvanize the powers-that-be to take positive and affirmative action. You can buzz about bees on blogs, chirp about birds on twitter, and use the power of the social-web to make all mobile-telephony companies wake up to the call of our winged living beings.
The first mobile-telephony company to take on this urgent cause will unleash a brilliant marketing strategy that will not only save these precious species, but also improve the current technologies used in mobile telephony to make them safer. Oh! And along the way, poach millions of customers away from its rivals. Now that is predator-thinking.