Results and Effectiveness

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.

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. The channels employed were Print, Outdoor/Ambient, Television, Radio, Digital, Mobile.

Insights, Strategy and the Idea

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.