Project Nanhi Kali kicks of the festivities this season with a clutter-breaking and evocative campaign by allowing people to "gift" a Nanhi Kali sponsorship to their friends or loved ones.
The campaign theme of "Put a Face on a Book - Gift a Project Nanhi Kali sponsorship" rolls out on Facebook and uses social media to increase groundswell, awareness and participation exponentially.
Says Sheetal Mehta, Trustee and Executive director, Project Nanhi Kali, "This time sponsors play an even bigger and meaningful role - they can gift a Nanhi Kali sponsorship and could help us increase awareness in social media. The Facebook pages of both the proud sponsor and happy recipient could reflect the message while our own Facebook page updates the progress of each girl child sponsored. We already have a significant friend base and we are looking to enhance this so that we get maximum traction for our festive season drive. We are extremely bullish about this unique and highly creative concept and are confident that it will garner eyeballs and create noticeable impact."
Says Meera Sharath Chandra, creator of the campaign and Founder CEO & CCO of agency Tigress Tigress (which is committed to social causes) "The campaign emerged from a simple but powerful idea. Educate a girl child and she begins to write her own success story. We visualised this as a book cover of an autobiography and the campaign name - Put a Face on a Book - synchronised beautifully with the context of Facebook, our main social media platform."
The campaign premise is extremely well-thought-through and logical. When you educate a girl child, she begins to write her own success story. Every day is a new page, every year a new chapter in her book of life. So when a sponsor gifts a friend or loved one a Project Nanhi Kali sponsorship, the Nanhi Kali gets a special place in school, in society - and on a virtual book cover.
Her face features on the cover of a book, symbolising the beginning of an autobiography of achievements. Her background is presented in her profile, and her progress reports get showcased as milestones on her way forward. This virtual book is a real life saga of progress. Project Nanhi Kali will also post this book cover on its Facebook page along with the name of the sponsor and the gift recipient and they both, in turn, may choose post this on their own Facebook page and share it to help the project reach even more people.
Sheetal Mehta adds, "We believe sponsors would be extremely happy that their gift will be forever cherished and will help the Nanhi Kalis realise their full potential. It's a great new way to gift and to celebrate the festive season.
Campaign-led Twitter activity under hashtags #PutaFaceonaBook and #GiftaNanhiKaliSponsorship is already under way and soon sponsorship success stories will be on Pinterest and blogs as part of the social web strategy. Every once in a while, a book cover will be deemed a "Bestseller" basis its likes, comments and viral quotient. This is a completely online campaign and as the social media kicks in, watch this space for some really readable success stories.
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