|Title||THE WEDDING CARD THAT SENT GIRLS TO SCHOOL|
|Brand||PROJECT NANHI KALI|
|Product / Service||PROJECT NANHI KALI'S GIRL CHILD EDUCATION SPONSORSHIP|
|Category||B01. Publications & Brand Collateral|
|Entrant||FAMOUS INNOVATIONS Mumbai, INDIA|
|Idea Creation||FAMOUS INNOVATIONS Mumbai, INDIA|
|Team Famous Innovations||Famous Innovations||N/A|
Since regular communication on the lack of education for girls was not provoking enough action from our target group, we decided to show them the larger social evil that takes place when girls drop out of school. In fact, we took this social evil right into their homes. In the form a Wedding Invitation. That of a 12-year-old girl with a 40-year-old man. The invite went on to ask them to save the to-be child bride and millions of others like her by sending them to school. Shocked as they were, it got them reading. And soon enough moved them to donate too.
The invite was designed exactly like a traditional Indian Wedding Card - with all the ostentatiousness that would mark a wedding of stature. We chose motifs and a colour palette that would be familiar to any Indian receiver and make them immediately eager to open it. The first side invited readers to the wedding of Neelam (a 12-year-old girl) to Kishor (a 42-year-old man) in a matter-of-fact way - as if everything was normal in the world. This shocking part was what got our audience to read further and discover the disturbing results of lack of education. The Invites were sent to over 5000 homes in the country.
Donations to Project Nanhi Kali towards girl child education increased by 40% during the activity period.
Our target audience was India's affluent urbanites. People who live with plenty and know no bounds to their aspirations, among which it is easy to forget the disturbing reality that most of the country deals with. Charities have earned a bad reputation in their eyes due to lack of transparency and innumerable cases of fraud. And advertising in its traditional form stopped working on them a long time ago. Which is why we chose to design a piece of communication that would never go unnoticed in an Indian household. Wedding Invitation cards are considered very auspicious in India and any receiver would definitely open one. We used this form factor to our advantage and reminded them that weddings are not so happy an occasion for millions of girls in our country.