The Campaign

The Nanhi Kali Books of Hope - a series of beautifully illustrated story books inspired by real stories of underprivileged girls Project Nanhi Kali had helped. From Sunitha - a young girl saved from a life on the streets to Swati - a budding artist rescued from child marriage, each book told the real story of a girl's everyday struggle to get educated. The story ended with the message that the reader can help keep the protagonist and thousands of others like her in school by donating money towards Project Nanhi Kali.

Creative Execution

Over 5000 books were printed and sent to Project Nanhi Kali's database of current and potential donors. The books were also distributed at Schools and Literary Festivals.

Indication of how successful the outcome was in the market

In the first month itself, Project Nanhi Kali saw a 128% increase in donations and 37% increase in enrolments across their partner schools.

Our target group was India's affluent community - people who live with plenty and have the luxury of large dreams and aspirations. Given the wide divide between the rich and the poor in India, it is easy for those with means to forget the reality that most of the country faces. This group is hounded by Charities and Non-profit organizations for their money all the time, but charities have earned a bad reputation in their eyes over the years due to a lack of transparency of where the money donated is used. Project Nanhi Kali allows the donor to see exactly which girl's education is being funded with their money and also track her progress. We brought this honest effort to life through illustrated versions of real life stories of Project Nanhi Kali's beneficiaries and ended the story with a call-to-action for donations to continue the good work.