Most Indians view charity with suspicion.The reason for not donating is the same: “I don’t know where my money goes.” Of course, this doesn’t make life easy for legitimate organizations like Project Nanhi Kali, for instance. A girl child education initiative, Project Nanhi Kali is committed to educating 100,000 underprivileged girls in India. So our idea came from a simple truth: people are more willing to donate when they empathize with a cause and understand exactly who it is their money is helping. So we decided to give potential donors something that engages them in an individual’s story, rather than asks for donations to a faceless cause. The answer was a series of beautifully illustrated children’s books inspired by real stories of girls Project Nanhi Kali had helped. Each book told the real story of a girl’s every day struggle to get educated in a voice that was simple and easily understood.
This professional campaign titled 'The Books of Hope' was published in India in July, 2017. It was created for the brand: Nanhi Kali, by ad agency: Famous Innovations. This Integrated medium campaign is related to the Public Interest, NGO industry and contains 2 media assets. It was submitted about 3 years ago by Group Creative Director: Hayden Scott of Famous Innovations.
Advertising Agency: Famous Innovations, Mumbai, India
Chief Creative Officer: Raj Kamble
Art Director: Nishad Jagtap
Copywriter: Hayden Scott
Creative Director: Nishad Jagtap
Creative Director: Hayden Scott