UNICEF

Description

Challenge: India has one of the largest numbers of children who do not have access to education. The purpose of the campaign was to mobilize the gentry to speak up for more than 8 million children currently out of school. The landmark passing of the Right of Children to Free and Compulsory Education (RTE) Act 2009 marks a historic moment for the children of India. For the first time in India’s history, children have been guaranteed their right to quality elementary education by the state with the help of families and communities. The Premise: “Awaaz Do” is a Hindi phrase which when translated in English becomes “Speak up”. The entire idea of the campaign has been to engage more and more people so that children across the lower strata of the society can successfully learn. The Solution: The voice –based solution was done by One97 that took into account how we can engage more people for the whole activity. Priyanka Chopra, one of the most popular female actors in the country, is the brand ambassador for this campaign. Since, the actor has a huge appeal in the country, the voice-based solution capitalized on it through three different ways. The message was done creatively to keep the user engaged. The message would motivate the user to speak for such children and if possible they can also donate for the cause. The message was done in Hindi which could be easily understood by people across the country.

What we deliver?

The solution can be broadly classified into three categories – OBD – Out bound calls were sent to the acquired database of users informing about the Awaaz Do campaign. Anyone getting the call from Priyanka Chopra was surprised and listened to the entire call. At the end of it the user could leave/refer another person’s number. AD REFERRAL through SMS – Users getting the call can refer others, who can be contacted as well. Users could refer 10 such numbers through SMS. CLICK TO CALL – The linked was put on the “Awaaz Do” website. People left their number and received a call back.

Why is the project unique?

The Solution: The voice –based solution was done by One97 that took into account how we can engage more people for the whole activity. Priyanka Chopra, one of the most popular female actors in the country, is the brand ambassador for this campaign. Since, the actor has a huge appeal in the country, the voice-based solution capitalized on it through three different ways. The message was done creatively to keep the user engaged. The message would motivate the user to speak for such children and if possible they can also donate for the cause. The message was done in Hindi which could be easily understood by people across the country. The solution can be broadly classified into three categories – OBD – Out bound calls were sent to the acquired database of users informing about the Awaaz Do campaign. Anyone getting the call from Priyanka Chopra was surprised and listened to the entire call. At the end of it the user could leave/refer another person’s number. AD REFERRAL through SMS – Users getting the call can refer others, who can be contacted as well. Users could refer 10 such numbers through SMS. CLICK TO CALL – The linked was put on the “Awaaz Do” website. People left their number and received a call back.

Contact

Hema Chockalingam
One97 Communications Limited
Noida, India
URL : http://www.one97.com