Brief Explanation

The activity was a stunt promoting the importance of educating a young girl. We sent little girls for legitimate interviews to top corporate houses making them messengers of their own cause.

The Brief

- The brief was to attract corporate donations towards the cause of educating a girl child. Many girls in India are not given equal opportunities at building their lives. The problem is more severe in case of underprivileged girls, especially since education requires significant financing. A fact which is evident in the disproportionate male-female ratio in the workplace. - Designing an unconventional donation drive to make corporates realise that they can significantly influence a girl's future.

Describe the success of the promotion with both client and consumer including some quantifiable results

- 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.

Explain why the method of promotion was most relevant to the product or service

- We started with hiring a recruitment agency. Then we created resumes based on their dreams and aspirations and sent out to corporations. Once interviews were set up, we sent our young candidates to face interviewers at various offices. The interviewers went in expecting legitimate candidates but were absolutely surprised to find little girls. The campaign started the day we got our first interview call. The actual activity, however, lasted only half an hour (typical interview time). The activity was spread over a month and is still going on. - The campaign panned out exactly as we planned it.