The Campaign

Insight, Strategy and Idea Purpose: Shiksha is P&G’s CSR initiative to build schools for children in rural India. Part profits from sale of every big pack are given to Shiksha. Purpose was to generate disruptive awareness, build relevance and break consumer’s inertia towards buying these packs Insight: People will empathize only when they actually experience something themselves. Strategy & idea: Our lowest hanging fruit were the urban, savvy consumers, who believed in social causes but were not easily moved to action because of a lack of credibility. We found a way to get this audience to actually experience what it would be like to be illiterate and then surrounded them with credible influencers to reinforce the message. 1. Shock & awe through Internet and Mobile 2. Credibility through TV for of social cause 3. Dailies and magazines for education of process of participation 4. Cinema for targeting premium audience 5. FM to drive Call for action

Success of the Campaign

Results and Effectiveness (100 Words) 1. Sales went up by 4% for the big packs in month one of Shiksha execution 2. Shiksha awareness shot up to 60% i.e. 113 index increase over past year 3. Educating 200,000 children through direct support of building of 40 new schools

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Creative Execution (150 words) Breaking Inertia: Ggghgsgghsgsdghsgdsa. This is not gibberish. This is how we got the entire online population in India to view their news one morning. We partnered with one of the largest news sites in India and tweaked the content on their homepage to read as gibberish. Even as the confused user attempted to make sense of all the nonsense, a stirring message wiped across the screen: ‘40% of India’s children see words this way’. This had immediate cut through and the message was disseminated in a clear, compelling manner. The banner also prompted action by asking people to register online to support the Shiksha initiative. Driving Credibility and Awareness: A. Credible Indian celebrities were used in creative across mass media i.e. TV, Press and Radio, where they called for every Indian to join the cause. B. Ads in Press and Cinema where ‘Vidya’ an underprivileged beneficiary of this initiative, thanked every consumer who helped her go to school