THE GREAT WALL OF EDUCATION

TitleTHE GREAT WALL OF EDUCATION
BrandAVIVA LIFE INSURANCE COMPANY
Product / ServiceAVIVA STREET TO SCHOOL PROGRAM
CategoryA05. Alternative Media
EntrantBBDO INDIA Gurgaon, INDIA
Entrant Company:BBDO INDIA Gurgaon, INDIA
DM/Advertising Agency:BBDO INDIA Gurgaon, INDIA

Credits

Credits

Name Company Position
Avinash Bajaj BBDO India Copywriter
Varun Goswami BBDO India Creative Group Head
Joy Sen Gupta BBDO India Associate Creative Director
Sandipan Bhattacharyya BBDO India Executive Creative Director
Manoj Deb BBDO India Executive Creative Director
Josy Paul BBDO India Chief Creative Officer
Gurdev Singh BBDO India Illustrator
Renilson Joseph BBDO India Vice President - Account Management
Shruti Narang BBDO India Account Director
Manoj Yogi BBDO India Print Production Manager

The Brief

Brief: Help educate street children through the Aviva Street to School Program. Strategy: Every one has old books that they never use. We wanted to urge them to put those old books to good use - for empowering a street child with education.

Creative Execution

Aviva's platform in india is 'Education is Insurance'. And with its Street to School Program, Aviva helps guarantee it to every street child. Which is why we decided to build a great wall not with bricks, but with books. And a book is the greatest symbol of education.

Describe the creative solution to the brief/objective.

The solution was to get people to build a monument, made out of the books they donated. We asked people not for their money, but one single old book that they could spare. These books would then be distributed to NGOs that conduct primary education classes for street children. We expected around 50,000 people to donate books over this 5 day activity.

Results

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.