Direct Response ; Ambient
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 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.
Name the streets in the slums after slum kids who are fighting the odds and doing exceedingly well in school.We organized huge inauguration ceremonies with special guests and local celebrities. Imagine having a street named after you when you are only 12! Especially when you know that in India only famous, learned people like Mahatma Gandhi, Swami Vivekanand etc.. have streets named after them.
Insight The slum kid lives a life of anonymity, fantasizes to achieve early success. Most idolize the version of success they see around them. Wealth, fame and power are the hallmarks of success and the people most likely to have them are criminals or small businessmen. Street name boards were chosen as the media. 9 slum streets were named after slum children