BBDO INDIA, Gurgaon / AVIVA / 2010
The idea was to build The Great Wall of Education - We asked people to join us in building a monument, made out of old books. Starting India's National Education Day, we urged people to visit the venue and put a book on the wall. This was done using print ads, outdoor, TV, radio spots and RJ mentions, and a personal invite sent out via SMS from Aviva India's brand ambassador - Sachin Tendulkar. In the four days leading up to Children's Day, the wall saw over 100,000 people pour in to place their contribution of books.
The Great Wall of Education is the largest book wall ever made anywhere in the world. In 5 days, the monument stood tall with over 130,000 books, donated by over 100,000 Indians. These books were used to educate over 170,000 underprivileged children. The activity generated a total PR of over 15 million Rupees with articles, TV news coverage, blogs, tweets, Facebook groups. The Ministry of Education, Govt. of India acknowledged Aviva's contribution to this cause and the Education Minister of India visited the site himself and offered them support in future endeavours.