UNLEARNING TO EDUCATE

Silver Spike
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TitleUNLEARNING TO EDUCATE
ClientPROCTER & GAMBLE
Product / ServiceSHIHSKA - A CSR INITIATIVE
CategoryA07. Best Use of Digital Media in Online Advertising
EntrantMEDIACOM COMMUNICATIONS INDIA Mumbai, INDIA
Entrant Company:MEDIACOM COMMUNICATIONS INDIA Mumbai, INDIA
Media Agency:MEDIACOM COMMUNICATIONS INDIA Mumbai, INDIA

Results and Effectiveness

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

Creative Execution

Breaking Inertia: Gg(^)&^)P(ghg@#$%^&*(sgghsgsdghsgdsa. 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. While the confused user attempted to make sense of all the nonsense, a stirring message wiped across the screen: “This is how 40% of Indian children see alphabets due to illiteracy. Help them go to school. Padhega India to Badega India (Once India learns, it will progress)” 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.

Insights, Strategy and the Idea

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. Our task was to generate disruptive awareness for Shiksha, build relevance and break consumer’s inertia towards buying these special packs Insight: “I hear & I forget. I see & I remember. I DON’T & I understand” People will empathize only when they learn first-hand the plight of uneducated children. Strategy & idea: Our lowest hanging fruit was the urban, savvy consumer who believed in social causes but was not easily moved to action because of 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. Shock & awe through Internet and Mobile

Credits

Name Company Position
Rajiv Darshi Mediacom Communications India Business Director
Rahul Upadhyaya Mediacom Communications India Senior Business Manager
Latish Nair Mediacom Communications India Senior Business Director
Gaurav Virkar Mediacom Communications India Business Director
Sangram Patil Mediacom Communications India Senior Business Manager
Apeksha Wallia Mediacom Communications India Senior Business Manager