The Campaign

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. Hence, the idea – Balanced Bag.

Creative Execution

Internet being the most cost-effective medium in a country with 67.245 million subscribers, the case video was uploaded on social networking sites. The case video has a broad opportunity to reach the audience through the second screen.

Results

After the case video was uploaded on social networking sites, it successfully managed to create the initial buzz. People seemed to show interest for the innovation, and were willing to place preorders for the bag. Many have inquired about the availability of the product in the comments section.

Imagine a schoolbag! Well, there’s nothing to imagine. Most of us carry it on our back. Well, it’s no different in Bangladesh, except the weight of the schoolbags is heavier than the weight a child should be carrying. So, while carrying it, the complete weight goes on a kid’s back making them slouch. The innovation of ‘Balanced Bag’ addresses this acute issue and when a kid carries the bag to and from school with a smile due to the ease and comfort of carrying it, the bag itself works as a media making it like a walking billboard.

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.