Media > Use of Media
OGILVY & MATHER INDIA, Mumbai / THE AKANKSHA FOUNDATION / 2013
Overview
Credits
Effectiveness
Across locations, people came forward to teach them various topics. As people shared their experience online, MTV and Big FM joined in too. Prominent personalities, like India's Human Resource Minister, Shashi Tharoor also tweeted about the activity to millions of their followers. Major newspapers also covered the activity.
Media coverage worth over 800,000 USD was received at zero cost, as the benches, blackboards and buses belonged to Akanksha.
Over 600 applications - 4 times the target - were received.
NGOs in Pakistan (Citizens Charter of Pakistan), and Taiwan are in touch with us to replicate the activity in their country.
Execution
For an NGO like Akanksha, spending on mass media wasn't an option. The idea therefore had to be low cost, and buzz-worthy to get Mumbai talking.
On Teacher’s Day, armed with a few benches and blackboards, hundreds of kids from Akanksha set up classrooms at airports, malls, promenades and other public places across Mumbai. A simple message on the blackboard, "Will you be our teacher?" invited people to step forward and teach.
Live classrooms were also held on Big FM radio. Social media helped spread the message further. Updates on Facebook and Twitter helped us reach out to a much wider audience.
Strategy
Akanksha, an NGO in Mumbai provides free education to underprivileged kids. They were facing a shortage of volunteers to teach, because most people feel they need to be ‘qualified’ to teach these kids.
To break this mindset, we took the classroom to the people of Mumbai and gave them a first-hand experience of the simple joy of teaching.
The insight: There’s a teacher in everyone.
The target audience was the people of Mumbai - from college students to office executives to house wives - so an activity at public places across the city was apt, as it enabled Akanksha to reach out to people, and the audience got a chance to experience teaching first-hand.
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