Coca-cola: SUPPORT MY SCHOOL

Credits & Description:

Advertiser: COCA-COLA
Agency: NDTV MEDIA
Category: Charities, Public Health & Safety, Public Awareness Messages
VP: Aditi Mishra (Lodestar UM)
Group Head: Alok Pusadkar (Lodestar UM)
CEO: Anjali Hegde (Reprise Media)
COO: Anamika Mehta (Lodestar UM)
Media Director: Priyanka Kapur (Lodestar UM)
VP: Hema Malik (Lodestar UM)
Media Director: Namita Sethi (Lodestar UM)

Strategy
44 million Indian children do not attend school led by lack of basic facilities. Coca-Cola along with NDTV and UN-Habitat decided to make a difference by revitalizing rural & semi-urban schools.‘Support My School’ project’s was born to enable children, especially girls to continue their education.The Campaign had three objectives–1.Highlight condition of schools in Rural & Semi-Urban India to raise awareness2.Raise funds to facilitate model schools with basic facilities3.Catalyze change by engaging stakeholders and energizing communitiesPearson Foundation and Tata Teleservices joined in as Learning Partners for building specific school assets like Libraries and computer centers as well as train teachers. Charities Aid Foundation (CAF) India was assigned to execute this project on ground along with experts like Sulabh International who specialize in resolving grassroots sanitation challenges.The campaign gained strength and credibility with eminent cricketer Sachin Tendulkar joining as its campaign ambassador.

Effectiveness
Phase 1 (till June 2012) US $1.3Mn+ raised 100 schools revamped with 13 NGOs 43,000 children’s lives improved Phase 2 (Sep 2012 onwards)US $2.72 Mn raised for over 270 schools by April2013 80,000 students impactedExtending to Bangladesh & NepalEnrolment figures, attendance show upward trend Local elected officials, Teachers, Parents and Community members engagedState governments have taken actionoRajasthan Government initiated conversations for joint actionoHaryana Government launched ‘Nurture My School’ campaign to invite more organizations to contribute for rural schoolsSachin Tendulkar - National Sanitation Ambassador

Execution
Power of Partnerships drove campaign execution -•NDTV, the leading news network- Half hour shows leading to a 12 hour fundraising telethon on February 3, 2013. •School transformation stories carried across 4 news channels •NDTV.com/school a content repository - 40+ videos of community mobilization•AISEC -Youth engagement with volunteering opportunities and college projects •Free 180 OOH sites and 160 pole kiosks •Partnership of the Delhi marathon, 40,000+ students •Activated Joy of Giving Week - stakeholders pledging support as well as donations •1.25litre Coca-Cola carried a special slogan ; Rs.3 from every unit sold was contributed to the initiative, sales increased by 148%•40+ ground events engage communities at the grass root level•Celebrity Association -Anil Kapoor, Sanjay Dutt,Jackie Chan, Robert Swan, Saba Karim, Dia Mirza, Ajay Devgan, Kajol, Aishwarya Rai and more