Title | WHITEHAT JR SOCIAL EXPERIMENT |
Brand | WHITEHAT JR |
Product / Service | ED TECH PLATFORM |
Category | B04. Media / Entertainment |
Entrant | BBDO INDIA Mumbai, INDIA |
Idea Creation | BBDO INDIA Mumbai, INDIA |
Media Placement | M/SIX Mumbai, INDIA |
Production | R.A.T FILMS Delhi, INDIA |
Additional Company | WHITEHAT JR Ground Floor, Chromium, Jogeshwari - Vik, INDIA |
Name | Company | Position |
---|---|---|
Josy Paul | BBDO India Pvt. Ltd | Creative |
Akashneel Dasgupta | BBDO India Pvt. Ltd | Creative |
Shinjini Banerjee | BBDO India Pvt. Ltd | Creative |
Jagpal Singh | BBDO India Pvt. Ltd | Creative |
The movement was launched with a social experiment that highlighted the difference between the young creators and the parents and celebrated the truth that children were born to create, imagine and make. We got a group of children and their parents together and gave them a playful project. They had to use the materials in front of them and draw whatever that came to the mind when the heard the word ‘alien’. While the parents and children sat back-to-back without a view of what the other did, each of them was given time to explain their own masterpiece and their thinking behind it. The moment of realization for the parents was the free spirited, free flowing imaginative and extremely creative possibilities their children had come up with and how starkly different it was from theirs.
‘I was born intelligent, but education ruined me’ the proverbial witty statement is a true reflection of the impact of the conventional educational system has had in India. Culturally, education in India has been reduced to a progress report, a fierce competition of marks and instructive learning. Hence when technology began to play a huge role in educating, it was natural for 21st century parent to be apprehensive about technology and run it down as they were conditioned to believe so. With #CreateLikeAChild movement we sought to change this perception and make WhiteHat Jr the new idea of education which is powered by the passion to create.