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    The Times of India launched the "Teach India" campaign with the goal of achieving 5,000 volunteers who could be trained to teach illiterate children. The strategic challenge was convincing Indians to commit to volunteering their time given the unenthusiastic initial response. The campaign's big idea was to provide a platform for educated Indians who wanted to contribute but lacked opportunities to do so. Volunteers were asked to spare two hours per week and were matched with NGOs and students. Communication efforts included various print, TV, outdoor and digital ads. The first 10 days saw over 10,000 volunteers sign up and many partnerships form between NGOs, schools and companies to support the initiative.

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    The Times of India launched the "Teach India" campaign with the goal of achieving 5,000 volunteers who could be trained to teach illiterate children. The strategic challenge was convincing Indians to commit to volunteering their time given the unenthusiastic initial response. The campaign's big idea was to provide a platform for educated Indians who wanted to contribute but lacked opportunities to do so. Volunteers were asked to spare two hours per week and were matched with NGOs and students. Communication efforts included various print, TV, outdoor and digital ads. The first 10 days saw over 10,000 volunteers sign up and many partnerships form between NGOs, schools and companies to support the initiative.

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    Download as DOCX, PDF, TXT or read online from Scribd
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    23 views1 page

    Integrated Advertising 2

    Uploaded by

    surendra jaiswal
    The Times of India launched the "Teach India" campaign with the goal of achieving 5,000 volunteers who could be trained to teach illiterate children. The strategic challenge was convincing Indians to commit to volunteering their time given the unenthusiastic initial response. The campaign's big idea was to provide a platform for educated Indians who wanted to contribute but lacked opportunities to do so. Volunteers were asked to spare two hours per week and were matched with NGOs and students. Communication efforts included various print, TV, outdoor and digital ads. The first 10 days saw over 10,000 volunteers sign up and many partnerships form between NGOs, schools and companies to support the initiative.

    Copyright:

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    Download as DOCX, PDF, TXT or read online from Scribd
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    of 1

    INTEGRATED ADVERTISING

    The lesson we never did learn!


    To bring together people who could teach and those who wanted to learn, ToI launched the
    Teach India campaign and made ‘Let’s learn to teach’ the clarion call
     
    THE TIMES OF INDIA

    CAMPAIGN: Teach India

    AGENCY: JWT

    MEDIA SPENDS: Rs.2.5-5 crore

    OBJECTIVE: To achieve 5,000 volunteers who could be trained to teach. The contact points
    included individuals (who could teach and were willing to donate their time), NGOs (working
    with illiterate children), schools (to provide space) and companies (to sponsor the initiative).

    STRATEGIC CHALLENGE: The key challenge was the unenthusiastic response from
    consumers. The uphill task was to communicate the hard-hitting realistic future of brand India –
    a future which was trapped in the vicious cycle of poverty including 75 million children. While
    most problems faced by the education sector (like under-equipped schools, high rate of dropouts,
    caste & gender bias, politicisation, et al) needed massive infrastructural investment, ToI took the
    onus of catering to the problem of shortage of qualified and equipped teachers. The strategic
    challenge remaining convincing Indians to commit themselves.

    BIG IDEA: Despite being home to a large mass of highly educated Indians, only a few educated
    volunteer to teach. Why? Past qualitative research revealed that though the educated class
    wanted to contribute, they didn’t have a platform to do so. ToI trained volunteers, provided eager
    students waiting for teachers, matched their locational requirements with NGOs, and made ‘Let’s
    learn to teach’ their clarion call. Volunteers were asked to spare two hours per week for this
    cause. Aamir Khan too volunteered for the programme.

    COMMUNICATION TOUCH POINTS: Principals, CEOs, housewives, collegians,


    professionals, et al, were contacted. 28 direct response ads in print, 3 TVCs with multiple edits,
    10 outdoor creatives, bookmarks, car stickers, elevator stickers were created. Digital media,
    hoardings, events, et al, were also used.

    EFFECTIVENESS: The first 10 days of the campaign saw over 10,000 volunteers sign up,
    close to 60 NGOs recruit students, 32 schools donate space to conduct classes, 31 companies
    support the initiative (both in terms of sponsorship and volunteers), 550,000 visits to the website
    & 6000+ video downloads (Source: Client Data). While Aamir continues to teach for two hours
    every week, 2 million children (at the last count) have benefited from the Teach India cause.
     

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