The Campaign

Good Luck Stationary wanted to take responsibility of saving the kids from this everyday drudgery. Now, the weight of the schoolbags goes completely on a kid’s back. As schoolbag is a ‘must’ to carry and there’s no silver lining in reducing the weight, it somehow needs to be eased out. So, the insight was simple science – redistribution of the total weight into both front and backside of the body. As the weight is not consolidated in one side of the body, it reduces the real feel of the total weight and gives the kids ease and comfort in carrying even a heavy bag. So, the idea was to create a ‘Balanced Bag’.

Creative Execution

Kids slouching while carrying heavy schoolbags is highly visible everywhere. However, to understand the problem better and deeper, we got in touch with renowned Orthopedic Doctors who are practicing in the capital city Dhaka. When discussed, they raised their concerns about how children have known to suffer from permanent health problems like spinal cord damage, stunted growth, cracked bones, scoliosis, and paralysis, etc. When parents were interviewed to provide their view on it, they also agreed that schoolbags nowadays are really heavy and at times they themselves experience strain on their back while carrying it for their children. However, they feel helpless due to lack of alternative. When the idea of redistributing the weight of the schoolbag into both side of the body was conceived, the orthopedic doctors were consulted to understand the efficacy of it and they all agreed that it would help to maintain the body equilibrium.

Indication of how successful the outcome was in the market

The Balanced Bag, being an innovative solution to kids’ problem of carrying heavyweight bags, is expected to create a huge noise among the parents and the school going kids due to its uniqueness. As part of a pilot phase, 1,000 bags have been manufactured and showcased in 83 Good Luck Stationary Dealer Outlets in the capital city - Dhaka. The initial response from the parents and the kids is extremely exciting and Good Luck expects to go for a mass production and distribution very soon. So, now when you are asked to imagine a schoolbag, you have a new kind of schoolbag to imagine and also the happy faces of the kids while carrying a schoolbag. A noxious problem that was making the kids’ present days dark while they pursue a brighter future will no longer persist.

The target audience for Balanced Bag is the school going children and their parents residing mostly in the urban areas. However, besides them, the teachers also needed to be touched to create opinions. When parents were interviewed, they agreed that schoolbags nowadays are really heavy and at times they themselves experience strain on their back while carrying it for their children. However, they feel helpless due to lack of an alternative. So, the plan was to promote the bag as the moving media and also create a video on the persisting problem and the unique solution. People nowadays believe in karmaism and they act on issues that address any crisis prevailing in the society. The video would have expert’s opinion in it i.e. a renowned orthopedic doctor and it was planned to be uploaded on social media to create the initial conversation.