The Brief

Plan India was looking for a cost-effective way of targeting senior executives in corporations to help fund the education of underprivileged children. But traditional e-mailers from NGOs often get ignored or worst, labeled as junk. So how do we get to the right guys in a compelling new way?

Creative Execution

Traditional e-mailers from NGOs often get ignored or worse, labeled as junk. But most senior executives normally do not delete an email job application. This idea allowed us to get straight to the people who mattered and communicated our message in a way that was both surprising and moving. Moreover, the strength of the creative lies in its ability to present the struggles of an underprivileged child in the form of accomplishments on a CV. The medium of a CV also drives home the fact that with an education the child can one day aim for a good job.

Describe the creative solution to the brief/objective.

We created job applications with attached CVs of underprivileged children and e-mailed them to these executives. The CVs detailed the hardships these kids went through in an effort to get a basic education for themselves. And went on to tell the reader that with his help these children could one day apply for the same job!

Results

- 20,000 e-mails were sent out to senior executives in corporates. - 60% responded to the communication by visiting our website. - Plan India recorded a 250% increase in fund collections as compared to previous conventional EDM activities.