Design for Good
Client Indian Development Foundation (IDF)
Agency Ogilvy & Mather Pvt. Ltd.
Brief To raise funds for IDF, so that they continue running the free schools started for children who have no access to education.
The campaign cut through the clutter of other NGOs who were seeking aid and took IDF’s appeal directly to those who could help. And in doing so, the campaign shed light on the good work being done by IDF and inspired people to donate. They are now admitting more and more children into the school everyday.
IDF wanted to appeal to parents & teachers of regular children who already enjoyed the benefit of schooling. So their message was printed in the middle of notebooks. Every time parents or teachers opened these notebooks, they saw them turn into dining tables with the line – Education helps put a meal on the table. These innovative ads took IDF’s appeal specifically to those who valued education.

Message in a notebook