Why is this work relevant for Brand Experience & Activation ?

The brand is a classroom – get in The Open Door is a grassroots level program that eschews big ATL media spends for on-ground activation and community level outreach. Centered around a short film (titled “Bhukkad” - The Hungry One), the success of the campaign depended on screenings done for mothers and children of a red-light district in the heart of the Indian capital. The project enrolled disadvantaged children shut out from the education system and gave them the complete classroom experience – the same infrastructure, computers, resources, and teachers, that any curious mind should have access to.

Background

A big change always starts small Education is at the heart of some of the biggest problems facing India, but it doesn’t get the attention or the funding that it needs. Millions of young lives are stuck in the vicious cycle of poverty in a society with deep-rooted class divisions. Education is the only hope and a ticket to social mobility for about 90 million children who find themselves shut out from access to good education. This campaign tackles issues of access, social justice, and human potential with a simple idea and a sincere effort to make a real difference. It’s an idea that dares to attack the root of poverty and class divisions that have always plagued India. This campaign is in line with Millennium World School’s commitment to bringing good quality education that not only shapes human potential but also impacts society and contributes to nation building.

Describe the creative idea (20% of vote)

Open a door While India has some good private schools with great infrastructure, they wastefully sit idle once the schools shut after classes every afternoon. The idea was simply to open a door and provide access to the most underprivileged. ‘The Open Door Project’ was created when The Millennium World School opened its doors to underprivileged children after regular classes and devoted its own infrastructure, resources, and teachers. It also reached out to volunteers, activists and NGOs to be part of the movement with a short film and on-ground activation. The outreach involved carrying the message through marginalized communities and neighborhoods to drive enrollments. What this one school has demonstrated is that the potential for transformation is huge. If the 350,000 odd private schools in India each take just 100 kids, we will have 30 million children getting access to quality education.

Describe the strategy (20% of vote)

Open minds lead to open doors Indians living in the more affluent India, tend to shut out the reality of the other India. It’s too overwhelming, too depressing and feels like an insurmountable problem. Public service messages have become wallpaper and when people don’t know what to do, they simply don’t do anything at all. Thus, the strategy was two-pronged to create a lasting change. • Communicate through powerful storytelling that, while the reality is stark, there is still hope to move people from apathy to caring. • Demonstrate clear actionability and results so caring can translate into action and a groundswell movement.

Describe the execution (30% of vote)

Being the change we wish to see In true grassroots fashion, the campaign eschewed big budget media spends in favor of directly reaching out with on-ground activation and community level contact programs. It centered around a short film (titled “Bhukkad” - The Hungry One) that shows a young child growing up in a red-light district, hungry for learning while battling difficult conditions. It shows that the hunger for learning of a curious child trumps the most adverse of situations and circumstances. The film transforms the hopeless, faceless millions into the face of a kid who chooses to rise above his surroundings, hungry to learn. It makes the viewer invested in ensuring the doors of learning are never shut for him. By partnering with others in the same education space, this movement demonstrates that it’s a collective endeavor and the beginning of lasting change.

List the results (30% of vote)

The ripple effect of change The campaign impacted lives at a grassroots level by enrolling children for better education and a better future. Within a few weeks it galvanized activists and NGOs into action. In only two months, it achieved: • Participation from 55 school campuses across the country • Involvement from NGOs – Salaam Balaak, Teach India, Kat Katha, AID Noida, Kolkata Rista, Learning Links Foundation • Total reach: 25 million • Earned media: INR 11 Million (USD 157,400 appx.). This is significant as education related coverage would be miniscule, especially during high-decibel national elections. Most importantly, the campaign has shown that the possibilities are enormous as more schools join in the initiative. And more children walk into the open doors of these schools, gaining access to quality education, their right, and satiating their hunger for learning.