UNLEARNING TO EDUCATE by Mediacom Mumbai for Shihska

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UNLEARNING TO EDUCATE

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Industry Household maintenance & pet products, Business equipment & services, Corporate Image
Media Digital, Interactive & Mobile, Case study
Market India
Agency Mediacom Mumbai
Released March 2010

Awards

Spikes Asia 2011
Media Use of Media Silver

Credits & Description

Type of entry: Use of Media
Category: Best Use of Digital Media in Online Advertising
Advertiser: PROCTER & GAMBLE
Product/Service: SHIHSKA - A CSR INITIATIVE
Agency: MEDIACOM COMMUNICATIONS INDIA Mumbai, INDIA
Business Director: Rajiv Darshi (Mediacom Communications India)
Sr. Business Manager: Rahul Upadhyaya (Mediacom Communications India)
Sr. Business Director: Latish Nair (Mediacom Communications India)
Business Director: Gaurav Virkar (Mediacom Communications India)
Results and Effectiveness:
Results and Effectiveness (100 Words)
1. Sales went up by 4% for the big packs in month one of Shiksha execution
2. Shiksha awareness shot up to 60% i.e. 113 index increase over past year
3. Educating 200,000 children through direct support of building of 40 new schools
Creative Execution:
Breaking Inertia:
Gg(^)&^)P(ghg@#$%^&*(sgghsgsdghsgdsa.
This is not gibberish. This is how we got the entire online population in India to view their news one morning.
We partnered with one of the largest news sites in India and tweaked the content on their homepage to read as gibberish.
While the confused user attempted to make sense of all the nonsense, a stirring message wiped across the screen: “This is how 40% of Indian children see alphabets due to illiteracy. Help them go to school. Padhega India to Badega India (Once India learns, it will progress)”
This had immediate cut through and the message was disseminated in a clear, compelling manner. The banner also prompted action by asking people to register online to support the Shiksha initiative.
Insights, Strategy and the Idea:
Insight, Strategy and Idea
Purpose:
Shiksha is P&G’s CSR initiative to build schools for children in rural India. Part profits from sale of every big pack are given to Shiksha. Our task was to generate disruptive awareness for Shiksha, build relevance and break consumer’s inertia towards buying these special packs
Insight:
“I hear & I forget. I see & I remember. I DON’T & I understand”
People will empathize only when they learn first-hand the plight of uneducated children.
Strategy & idea:
Our lowest hanging fruit was the urban, savvy consumer who believed in social causes but was not easily moved to action because of lack of credibility. We found a way to get this audience to actually experience what it would be like to be illiterate and then surrounded them with credible influencers to reinforce the message. Shock & awe through Internet and Mobile