Cannes Lions

SLUM CHILDREN EDUCATION

DENTSU MARCOM, Delhi / HOPE WORLDWIDE INDIA / 2010

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Presentation Image

Overview

Entries

Credits

Overview

Execution

Our promotion was based on a simple thought that 'An old book is new to people who haven’t read it'. To execute, we gathered several old books and packaged them like new ones. Wrapped in transparent plastic sheets, they were placed among new books in about 50 popular book shops in Delhi, India. On stumbling upon the old books, each reader was greeted with an inspiring message that urged him to donate his old books. The response was delightful. Hundreds felt touched and registered. The idea acted as a trigger, readers who could see the difference, could make a difference.

Outcome

In two months, we had 30000 books at our disposal. With an average packaging cost of 1 cent/book, it was also one of the most economical ideas that clicked. The HOPE website recorded 8000 hits in the first few days itself. With a 20 percent increase in the overall donations, the idea also led to partnerships with new corporations. It easily recouped the cost and spread the word about HOPE, an organisation that sees hope in you and me.

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