Icons that Uneducate by Neikee Foundation

It’s an undeniable truth that girls’ education can bring about an unprecedented change in society. However, things remain unchanged in several rural and small towns of India, where people still don’t send their daughters to schools due to cultural and financial reasons. While some think that girls should know nothing apart from household chores, others can’t afford to give their daughters proper education. Though many events and activities are organised to sensitise families about the relevance of girl child education, still the situation is mostly grim with close to 20 million girls being deprived of their right to education every year.

As the numbers rise, Neikee Foundation, a social enterprise took upon itself a tedious ask of spreading awareness amongst the working professionals, millennials and the elite about how they can bring about a meaningful change by doing their bit of Neikee (a Hindi word meaning an act of kindness). Neikee was on a mission to collect donations and disburse them to their partner NGOs for running awareness programmes in villages & small towns, ensuring a radical change in the mindset of parents.

Posters were put across North India region in start-up hubs and select cafes in a visual language depicted through popular Emojis.

The Emojis connected well with the target audience, but the messaging on the respective emojis were a stark contrast to reality. They had popular slangs/cuss words that were often used to demean and undermine the importance of education in a girl child’s life.

The impact was spectacular as there was a significant surge in online donations for Neikee India on the platform, ensuring that people were willing to contribute and embrace a much-needed change towards their perspective towards girl child education.

This campaign is about:
India, Public Interest, NGO, Neikee Foundation, Creative Ads, Creative Print ad, Awareness campaign, Icons that Uneducate