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| Client | Mahindra | |||
| Brand | Nanhi Kali | |||
| Agency | Famous Innovations | |||
| Brief | The primary task was increase donations so maximum number of girls can be educated and be saved from an early marriage. Also we were tasked to inform more people about Project Nanhi Kali’s efforts and to increase donations so that they could reach out to more girls. | |||
| Cultural Context |
In India 47%* girls are married off before they turn 18. Research proves that minor girls with higher levels of schooling are less likely to be married. *Source: UNICEF State of the World’s Children, UNICEF Multiple Indicator Cluster Surveys (MICS), Demographic and Health Surveys (DHS) Source: United Nations |
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| Solution |
To open the eyes of potential donors, we sent them a special wedding invite. While a wedding invitation card is a common and auspicious sight at most Indian weddings, But this card was for the marriage of a 12 year old girl with a 42 year old man. | |||
| Results |
The donations increased by almost 800 percent. The number of girls dropping out of school is declining along with the number girls getting married before finishing school. | |||
