Results and Effectiveness

1. 2,06,640 pledges were taken towards 100% Shiksha 2. Helping impact the lives of 3,85,000 children 3. Helped build and support over 200 schools 4. Overall Brand Association rose by an index of 130 5. Sale of products associated with Shiksha grew by 25% 6. Being a CSR initiative, we received bonus media space 73% to what we had paid for… almost doubling the activity’s impact!

Creative Execution

We gave the cause-sympathetic urban audience a chance to help these kids with just a simple mechanism –“Give just a missed call to pledge for more schools in your state.” Each missed call was counted as one pledge. Based on the highest number of pledges, Shiksha will build more schools in that state. It was a truly integrated campaign with traffic being driven to the mobile platform via radio and digital. In Radio, we partnered with a leading radio station across 6 cities involving and engaging the consumers and drive participation via RJ’s taking Shiksha as their New Year Resolution, Students studying in Shiksha schools sharing their experiences, Call-ins from listeners on how they were contributing towards helping children, celebrities urging listeners to pledge. We leveraged the power of digital to drive call for action for participation. In Print, we had 4 testimonials by different stakeholders portraying how Shiksha was not only helping the underprivileged children but also helping the nation towards 100% education

Insights, Strategy and the Idea

In 2005, P&G launched its CSR initiative, Shiksha to build and support schools for underprivileged children. Part profits from the sale of every big pack go to this cause. After over seven years, our main challenge was how to sustain and grow this momentum. Our analysis showed that there was a set of audience who wanted to make a change but did not know how partly due to lack of avenues for them to put their concern into action. Our challenge thus became twofold: 1. Address the skeptical audience by building credibility and highlighting the past Shiksha achievements over the years 2. Tap into the group of cause-sympathetic audience and show them that Shiksha was a simple way for them to make a difference to the lives of underprivileged children across the country