Brief Explanation

- Through the campaign, we wanted to raise funds to facilitate higher education of underprivileged girls. Get corporations to donate significant amounts and show them the influence they can over a child's future. - The male-female ratio in most organisations is highly disproportionate. And if the corporations don’t help educate women today, the problem will persist in the future. - Salaam Bombay is a non-profit organisation that works towards educating underprivileged girls.

Results and Effectiveness

- We collected funds to educate over 200 girls in just a month. The campaign is gathering momentum and we are in the process of reaching out to various other organizations. - The campaign made the targeted corporate houses realise that number of women in the workplace is slowly declining. And if they did not support these girls, they may not have any women candidates tomorrow.

Creative Execution

The recruitment agencies created resumes based of the dreams and ambitions of the girls. They got the attention of the big corporate houses with these resumes. Interviews were set up, and the girls were sent to face the interviewers across offices. The interviewers went in expecting legitimate candidates but were absolutely surprised to find little girls.

Insights, Strategy and the Idea

- The target audience for this campaign was large corporate houses. As the client is an NGO, there were no pre-existing brand-customer relations. - To target the above audience, we used reputed recruitment agencies as a never before used medium.