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

GVFB claims that on every $1 contributed, they can buy $3 of fresh, good quality food items, making a small contribution go a long way. We really hope that this emoji-to-donate campaign could channel the donations to provide for those in need. The approach is fresh and new, we only hope that the result is food-deprived people getting fresh and good food every day.
You can donate too; however, this campaign is effective only for Canadian mobile providers. To donate, all you need to do is text the eggplant emoji or the peach emoji to 30333. Why two emojis you might ask. Well, if you want to donate $5, then text an eggplant emoji. If you choose to donate $10 then hit the peach emoji.

The GVFB worked with the Mobile Giving Foundation and Rethink Canada to develop the project. Texting an eggplant emoji to 30333 will donate $5, and texting a peach emoji to the same number will donate $10. You will receive a notification when donations get added to your mobile phone bills.

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Credits
Advertiser: Greater Vancouver Food Bank
Campaign: Emoji-to-Donate Campaign
Advertising Agency: Rethink, Canada

Tags:
Greater Vancouver Food Bank, Emoji-to-Donate Campaign, Rethink, Canada, Advertising Agency, Digital Campaign, Mobile, Donation Campaign, Mobile Giving Foundation, GVFB Ads, Emojis, Creative campaign

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