Advertising & Marketing Communications – Not for Profit
Client
Door Step School
Brand
Door Step School
Entrant
FCB Interface
Brief
Get slum kids and their parents to believe in the power of education. It’s not easy being a kid in a slum in Mumbai. Life is tough. Your parents work day and night but barely make both ends meet. On the other hand, the goons and slum lords seem to have all the time, money and respect. Due to these wrong role models, the kids either never go to school, or drop out pre-maturely.
Cultural Context
IThe slum kid lives a life of anonymity, fantasizes to achieve early success. Most idolize the version of success they see around them. Slums in India are a maze of hundreds of narrow, crisscrossing streets. And none of them have names! And in general streets are named after famous, learned people like Mahatma Gandhi, Swami Vivekanand, Doctor Radhakrishnan, Sardar Vallabhai Patel etc.
Solution
The strategy was to change slum kids’ preconceptions of what could achieved through education. And we wanted to do this without being preachy, but instead make living examples and positive role models out of their own friends, peers and neighbours. The chosen kids get what they want: Instant fame and respect. And more kids are motivated to stay in school and build a future for themselves.
