DDB Health & Lifestyle launches Right to Education campaign
Launched with an anthem, theme film and films on various issues, the campaign breaks on Radio and Print also; watch the films here.
Neha S | Delhi | April 13, 2011
DDB Health & Lifestyle has launched the Right to Education (RTE) campaign, an initiative based on the 'Right of Children to Free and Compulsory Education Act 2009' which officially became a Fundamental Right on April 1, 2010. It is the first step taken by the Government, in ensuring children's right to education in keeping with the commitment of the constitution of India and the Convention of Child's Right. This 'Right' legislates the provision of free and compulsory elementary education for all children in the age group of 6-14 years. To make this campaign a success, it was imperative to make the people in India aware of this momentous milestone i.e. The Right of Children to Free and Compulsory Education Act 2009.
Currently parents see education as a choice, and not a way of life. It needed to be seen as a choice against the child earning extra household income, or the girl child learning household chores in order to be a home maker in her future, or the child only learning about religious discourse. However, household economics is the biggest barrier due to which parents don't send their children to school. But at the same time, they want a different, better life for their children; a comfortable life where their children are also able to take care of them in old age. Now with RTE coming into effect, their children will no longer face that disadvantage.
DDB Health & Lifestyle came up with the insight that children are inherently curious about the world that surrounds them. With access to equitable and quality education now, the children will be provided with the fuel to express their imagination and satisfy their curiosities. The communication strategy sought to influence the current attitude and behavior related to education; issues of accessibility and inability to visualize the benefits of proactively seeking primary education. The campaign was also aimed at creating social awareness to inspire social mobilization among civil society in India such that the people (including the children) would acknowledge this 'Right' and indeed take ownership of it.
The campaign was developed through a 'child's perspective' and endeavors to make all stakeholders view it that way.
The Campaign was launched with an anthem followed by theme film and films on various issues like gender & social inclusion, disability and social mobilization. Radio was another medium used to reach out to the masses. FAQ's booklet on The Right to Education was developed for the children apart from the various other print collaterals.
Credits:
Office Head: Soumitra Sen
Project Leader: Urvashi Guha
Account Management: Reethira Kumar, Prachi Khetan
Creative Head: Anil Verma, Partha Majee
Copy: Brajesh Kumar
Films Team: Tapan Sharma, Michael Remedios, Anil Sonavane
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