The Campaign

A cause as relevant as this received support from key leading companies. But, the idea was to get the message out to the masses, make them aware of classroom hunger and lead them to join the movement by encouraging them to do their bit. We had to bridge the gap between the faces who had taken up the cause and the masses who were unaware of the cause. With over 136 million active social media users in the country, our audience was sitting a click away from us, albeit with a short attention span and suffering from information overload. However, with the right communication, we would not only reach far and wide but address each individual. Through an online video we could fulfill our objective.

Creative Execution

The campaign seeks to create a rallying call of ‘Nourished India, Educated India!’ to action and promote policy advocacy and behavioral change by creating awareness on nutrition and education. While the nutrition and education part of it was being taken of infrastructurally, through our film we took care of the awareness. The insight was to show people who these kids are, to be able to strike a chord with them. Get their stories, from their mouths to the masses. We had influencers and industry leaders explain the larger problem, showing their support to the cause, motivating people to come forward and do their bit. The campaign launched on 27th May 2017, on the eve of World Hunger Day, with launch events in Mumbai and Delhi attended by media, influencers, government and industry leaders. The video, was pushed across the social media platforms of all cause partners. Timeline: May Scale: National

• Reach o 193,064 people reached organically. o 18838 total views. • Engagement o 19,718 organic engagement score. • Sales – 2.3 billion meals served, and counting. • Achievement against business targets o With almost 50% of the target met, the movement has gathered great momentum. Numerous corporates have further pledged their support to the cause. o 31 kitchens across 29 locations have been opened to serve the nutritious meals to the children. o 2.3 billion nutritious meals have already been served.

According to the UNESCO Institute of Statistics report in 2016, 47 million children drop out of schools due to classroom hunger. Today, there are 2.307 billion active social media users around the world. With 142M Facebook users only in India; over 90% of these users are on mobile. 66% of the 180 million Internet users in urban India regularly access social media platforms. Our audience was right there. With 28.4% of the total population of India connected to the world wide web, social media provides the perfect platform required to generate the much needed awareness about malnutrition and classroom hunger. With leading brands already a part of the movement it was imperative to get the message out to the masses to join the movement. Hearing about the critical critical nature of the issue from these respected and renowned faces would motivate people to do their bit.