Client: The Akanksha Foundation
Office: Ogilvy & Mather India
Akanksha, an NGO, provides free education to over 5000 underprivileged kids. They needed teachers but didn’t have money for advertising
Since Akanksha’s recruitment drive is aimed at people who are educated and upwardly mobile, we aimed to increase conversations around Akanksha’s cause on social media. Insight – Can you say ‘NO’ to kids when they do something cute for you and ask for a small thing in return? ‘Message Barter’ brought together Akanksha’s kids, India’s biggest celebrities and millions of their fans. The kids spread promotional messages for celebrities and asked them to spread one for them in return. Almost all the celebrities responded and spread the message to their fans that Akanksha needs teachers. And in doing so, they turned into Akanksha’s brand ambassadors, for free. Over 18 million people were reached and teacher applications nearly tripled.