A bigger problem than illiteracy? Getting a non-altruistic society to lend a hand. ‘Akanksha', an education NGO needed quality teachers and substantial applicants but at Zero Media Budgets. How do we compel interested but dormant TG to apply?
For inspiration, we went back to the product- Akanksha Kids! They taught us something - that most Indians didn't know-the meaning of our national anthem! The execution was an online video that was so endearing that TV channels aired it for free. Teacher applications at Akanksha increased by 80%.