The execution relied on simplicity. The stark but powerful visual mnemonic of a book cover was carried right through - with a silhouette of a young girl turning into a real Nanhi Kali’s face once the gift-sponsorship happened. Authentic, candid-camera pictures were used and the cheerful brand colour of Nanhi Kali – yellow – was maintained. The online flipbooks contain background profile information, scholastic progress and notes on areas of strength for future records. Mailers used visual elements from the festive seasons and the tone and style of copy was one of gentle encouragement rather than a strident appeal.

Within the first 15 days, utilising less than £2500, the campaign over-achieved targets by 100% - with 27,242,108 impressions and 99 gift-sponsorships. This came from India as well as Indian diaspora in countries like the US and the UK. Considering that this frugal campaign hinged largely around one social platform - Facebook, the social media groundswell was exponential with gift givers and receivers spreading the word on their own Facebook pages and creating #PutaFaceonaBook too. The foundation wishes to make this an ongoing festive thrust given the highly positive results and extremely encouraging word-of-mouth.

Nanhi Kali, a foundation for educating young girls, needed a truly inexpensive way to invite donations. The challenge? Extremely small advertising budgets and campaign window. So we used just one social media platform – Facebook. We chose the festive season, the season of giving, to encourage people to gift each other Nanhi Kali sponsorships. Our campaign “Put a Face on a Book" synchronised beautifully with Facebook - every sponsored child featured on the cover of a book. The idea? When you educate a young girl, she begins to write her own success story. Like the success story of Malala Yousafzai, each child symbolised empowerment through education - depicted as her place in school, society and a virtual book cover. Gift givers and recipients posted these little autobiographies on their own FB pages, increasing the groundswell. One social media platform, one idea, one season, one campaign, changed so many lives.