|Title||GREAT WALL OF EDUCATION|
|Brand||AVIVA LIFE INSURANCE|
|Product / Service||STREET TO SCHOOL PROGRAM|
|Category||A05. Best Use of Ambient Media: Large|
|Entrant||BBDO INDIA Gurgaon, INDIA|
|Entrant Company:||BBDO INDIA Gurgaon, INDIA|
|Advertising Agency:||BBDO INDIA Gurgaon, INDIA|
|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 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.
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. The channels employed were Print, Outdoor/Ambient, Television, Radio, Digital, Mobile.
Insight: Every one has old books that they never use. Strategy: We wanted to urge people to put those old books to good use - for empowering a street child with education. Idea: Get people to build a monument, made out of the books they donate. 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.