United Way Bengaluru Launches ‘Mangroves Matter’: A Campaign to Restore Mangrove Ecosystems Started revitalizing mangrove ecosystems at Pulicat near Chennai

Bengaluru, May 27, 2024: Recent reports indicate a staggering loss of about 35% of mangroves between 1996 and 2010 highlighting a concerning trend in environmental degradation. Mangrove ecosystems play a significant role in stabilizing coastlines, making their preservation crucial for the environment and inhabitants. Mangroves are a natural solution to climate change, the paramount global threat. They can sequester carbon at a rate five times greater than tropical forests.

Mangroves at Pulicat 2

Responding to this urgent need, United Way Bengaluru (UWBe) has launched an ambitious and impactful campaign, ‘ Mangroves Matter’, to revitalize mangrove ecosystems. The first foot is at Pulicat or Pazhaverkadu, a coastal town near Chennai, Tamil Nadu. Known as the ‘jungle of roots‘ in Tamil, Pulicat encompasses a vast expanse of 720 sq. km, constituting India’s second-largest brackish water body. Rampant destruction of mangrove vegetation by human activities and natural causes has led to a massive reduction in the lake’s depth from 3.8m to 2m. This ecological decline has endangered biodiversity and threatened the livelihoods of local fisherfolk dependent on the mangrove ecosystem.

The ‘Mangroves Matter’ campaign was officially launched on World Wetlands Day, 2024, with a bold vision to rewild approximately 10 lakh mangroves across 100 acres in the Pulicat region alone. In addition to their environmental advantages, the campaign will closely work with the Irula community, opening up livelihood opportunities for them and boosting the local economy by supporting the cultivation of shrimp and fish species. The project also includes removal of acres of Prosopis ( Karuvelam ), an invasive species which has destroyed the local flora and soil ecosystems.

Sriram Ananthanarayanan, Director-Projects, UWBe, said, “I am glad that many of our Corporate CSR partners have come forward to support this campaign with a shared vision towards environmental commitment. Notably, our CSR partner, Mphasis, has pledged their support to this cause, dedicating the rewilding of mangroves on 70 acres in Pulicat. “

Looking ahead, United Way Bengaluru envisions extending the campaign’s reach to other regions, including Andhra Pradesh, Karnataka, and Kerala. Upholding its mission of “mobilizing the caring power of communities,” the organization calls upon organizations from different industries to join hands in supporting this vital mission for the preservation of the planet’s precious ecosystems.

Rajesh Krishnan, CEO, UWBe, said, “COP28 made significant progress towards securing the Mangrove Breakthrough’s goal of 15 million hectares of mangroves underpinned by USD 4 billion new investments by 2030. I am super excited that United Way Bengaluru is among the very few organisations who have taken this initiative. ‘Mangroves Matter’ is aligned with the aspiration of COP28, which calls out the responsibility of the State, corporations, local people, community, NGOs and other stakeholders to deliver the Breakthrough.”

Prime Video addresses the ‘Elephant in the Room’ through a hard-hitting marketing campaign

Ahead of its highly anticipated global premiere, Amazon Original Series Poacher, has ignited intrigue and excitement, with its powerful and gripping storyline. The thrilling crime series, based on true events, is a heart-wrenching and captivating presentation by none other than Emmy Award-winning filmmaker Richie Mehta, starring Nimisha Sajayan, Roshan Mathew, and Dibyendu Bhattacharya in pivotal roles

While the crime series promises to engage audiences with its gripping storyline, it will also shed light on the extensive scale of ivory poaching, based on a real life case that took place in Kerala in 2015. Through strategic initiatives designed to ignite intrigue and awareness, and to build dialogue the streaming service has created life-sized installations in prominent locations across the country.

From oversized faux elephant tusks in glass boxes at prominent locations in Mumbai to highlight the scale of the issue, to elephant crime scenes in Mumbai, Delhi and Bengaluru, the service has been successful in creating conversations about the issue of wildlife crime, to strongly convey that – “Murder is Murder”– be if of a human, or an animal. The elephant crime scenes are located in areas such as Mumbai’s Bandstand and Powai, Delhi’s Janakpuri and Saket, and Bengaluru’s Shantiniketan.

Poacher promises to offer viewers a glimpse of a global issue that has not been widely explored on screen – the world of wildlife crime. While the show emphasizes on elephant poaching, it does it through the lens and tonality of a crime thriller, by highlighting one of the biggest ivory poaching cases in Indian history. Based on court documents and testimonials, Poacher is a series that aims to provoke the urgent issue of wildlife crime. The series aims to engage audiences and allow them to discover the story’s deeper message as they watch it. With its unique storytelling and powerful message, the show will leave a lasting impression on audiences worldwide.

The show highlights the exceptional efforts of Indian forest service officers, NGO workers from the Wildlife Trust of India, police constables, and good samaritans who risked their lives to investigate the largest ivory poaching ring in Indian history. Produced by QC Entertainment in association with Alia Bhatt’s Eternal Sunshine Productions, Suitable Pictures and Poor Man’s Productions, Poacher which primarily unfolds in Malayalam, Hindi and English will be available to stream in 240 countries and territories, starting February 23, in 35+ Indian and foreign languages.