Cannes Lions

AVIVA STREET TO SCHOOL PROGRAM

BBDO INDIA, Gurgaon / AVIVA / 2011

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Overview

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Credits

Overview

Execution

Everyone wants to be a part of something bigger. It's an innate human desire and brings us together to achieve something greater. Our creative strategy was to give every concerned Indian a movement that he could belong to, and bring about a change in child literacy rates.The idea was simple: Invite them to come and build the largest book wall the world had ever seen, with the books that they donate. An organic, living monument that stands for empowering every child with the right to education. Then use the collected books to impart education to them.Appeals went out across 4 cities through newspapers, radio, outdoor and direct collection units. All requesting people to bring one single old book that they could add to this monument of education. NGO partners helped us distribute these books among schools for the lesser privileged.

Outcome

In just 5 days, the largest wall across 4 cities grew to become 200 feet long and 9 feet tall! A total of 1.2 million books were collected.These were used to educate 2.5 million children.The campaign also generated a total PR Value of more than Rs. 40 million.

The online leg of the campaign received over 1 million unique hits as people went on to donate to this Wall through the Aviva Microsite as well.The education minister cited it as an exemplary initiative and pledged his support for the cause.

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