This Children’s Day, brands & agencies lay stress on activation beyond campaigns
Going beyond mere ad campaigns, brands, agencies and media organisations have initiated CSR drives to help the little ones this Children’s Day.
Godrej Appliances has appealed to the people to break gender roles for the young with its #LetsStartRight campaign this Children’s Day. WPP India Corporate Social Responsibility Foundation, along with Genesis Foundation, has supported the treatment of 300 kids with Congenital Heart Defects (CHD) over a period of three years (2015-18). Santoor is urging people to nominate deserving girls for its special scholarship programme. Meanwhile, Radio City is out to make green crusaders out of the little ones as part of its Chipkoo Movement.
#LetsStartRight this Children’s Day: Godrej Appliances
This Children’s Day, Godrej Appliances brings #LetsStartRight, a campaign that questions the prevalent mindsets in the Indian society in terms of set gender roles and emphasising the need to break free early. The objective is to highlight an everyday story, where consciously and very often unconsciously, we condition our children with the age-old gender biases. The brand leveraged digital platforms to initiate #LetsStartRight campaign promoting gender equality.
Conceptualised by CreativeLand Asia, the campaign is set up in the familiar construct of a home, capturing a simple moment between a grandmother and her grandchildren. It does not rely on histrionics and melodrama, but nudges us subtly to rethink.
Speaking on the campaign, Swati Rathi, Head - Marketing, Godrej Appliances, said, “Being in the home appliances space allows us to observe behaviours at home, including how we shape our children. As our society still grapples with gender stereotypes like women must do the cooking, we felt the problem is best tackled if we start young. Children’s Day seemed like a good day to share this point of view. We hope this simple campaign makes people reflect on the small unconscious ways in which we display our biases, re-evaluate our ‘soch’ and our actions, and take small corrective steps.”
Anu Joseph, Chief Creative Officer, CreativeLand Asia, elaborated, “In this case, the brief made the film. The marketing team was ready with a bold and clear brief. We had to just write a little story around it. A strong insight is a great place to start. Gender inequality and biases are always passed down and a matter of nurture. The kitchen is a great place to start corrective action.”
WPP India & Genesis Foundation save 300 little hearts
WPP India Corporate Social Responsibility Foundation, along with Genesis Foundation, achieved a new milestone of treating 300 kids with Congenital Heart Defects (CHD). Genesis Foundation has been working as an implementation partner with WPP India CSR Foundation since 2015 towards Saving Little Hearts.
WPP India CSR Foundation and Genesis Foundationhave been instrumental in supporting pivotal surgeries across the country. Over the span of three years (2015-18), this welfare collaboration has supported 300 kids. The average number of children treated per month has increased from 8 to 15 over the years, due to strategic partnerships with hospitals and diligent outreach through grass-root level initiatives.
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Sharing her thoughts on the new milestone, Rama Iyer, Director-General, WPP India CSR Foundation, said, “We, at WPP India CSR Foundation feel proud to be associated with the work done by the Genesis Foundation. We work on an aligned vision of supporting young children affected by Congenital Heart Disease (CHD) through their surgeries and rehabilitating them back in their lives. Together, we believe in giving the young hearts of our children another chance to beat.”
Speaking about the new milestone achieved, Jyoti Sagar, Founder Trustee of Genesis Foundation, said, “CSR partnerships plays a crucial role in the work we do; raising money for critically ill children, making sure that the many families affected by CHD in turn have somebody to count on. WPP India CSR Foundation has supported us year-on-year and with them we hope to save many more little hearts in future.”
Santoor urges people to support girl child education
This Children’s Day, Santoor Women’s Scholarship has launched a unique initiative to involve people to nominate girls they know who might need financial assistance to pursue their higher education.
Conceptualised by ADK Fortune Communications, Bangalore, the campaign creative, set in a rustic, river side location, depicts a young girl fetching water home. When one scans the ad in print or interacts with digital banner, it opens a video that shows the girl’s dream of becoming an engineer turning into a reality with the help of Santoor Scholarship. The girl transforms into a student in uniform carrying books to college.
S Prasanna Rai, Vice President – Marketing, Wipro Consumer Care & Lighting, commented, “We are committed to educating the girl child as we believe that education is a key enabler for social change. This Children’s Day, we want to create awareness about the programme and involve people to nominate someone who they know and who might need support to pursue her further studies. Our awareness campaign is an interactive digital video. To amplify the reach, the campaign has been supported by a print ad.We believe this will help us in reaching out to more girls who might benefit from this scholarship.”
Santoor Women’s Scholarship, launched in 2016, financially supports girls from disadvantaged backgrounds, who wish to pursue under graduate education after grade 12. This recurring annual programme offers 900 scholarships per annum across Karnataka, Andhra Pradesh and Telangana. Currently, in the third year of the programme, the total number of beneficiaries stands at 2,700. The scholarship amount of Rs 24,000 per annum is for tuition fee and any other expenses incidental to education.
Radio City invites child crusaders for its Chipkoo Movement
This Children’s Day, Radio City continues to put the power of radio to good use by motivating Mumbaikars, especially children, to fight for their environment. In the wake of Aarey’s deforestation for the Mumbai Metro and the recent killing of tigress Avni due to human encroachment on forest land, Radio City has initiated the Chipkoo Movement. The name is an ode to 1970’s iconic initiative against deforestation.
Led by popular RJ duo, Salil and Archana, the radio channel is inviting listeners to upload their images with trees on social media, using the powerful slogan: “Don’t Kill my tiger, Don’t kill my trees, Don’t Kill my Future”, tagging @radiocityindia, @salilacharya, @archanaapania, and using #RadioCitysupportsAarey and #saveaarey.
Radio City will share the impactful, crowdsourced thread with the Chief Minister of Maharashtra and the office of the PMO to encourage them to take corrective measures against the recent spate of environmental atrocities. For added impetus, personalities like actors Divya Dutta and Piyush Mishra are also putting their weight behind the movement.
BookMyShow makes a special appeal to parents on Children's Day
This Children’s day BookMyShow has a special message for all parents. Conceptualized and executed with BBH India, this children’s day film beautifully addresses the stigma that many Indian parents continue to face regarding the sexual orientation of their children. In consonance with the recent Section 377 verdict, it strikes an emotional chord and urges parents to love their children for who they are, regardless of who they love.
Boom Man Studios produced a Children's Day commercial for McDonald's India in association with NBA.
Red Chillies Entertainment celebrates Children's Day with a fun meme
Driving children closer to their dreams. Creative by Eicher.