Goonj urges people to contribute, not discard

The ad film is aimed at promoting the 'School to School' initiative, in which the NGO Goonj gathers discarded goods and stationeries from affluent schools to distribute in lower-class schools

Akansha Srivastava | Mumbai | December 11, 2014

Click on the image to watch the TVC.

Ad filmmaker Sandeep Yadav has made a film inspired by the work of Goonj (www.goonj.org), a well-known voluntary organization widely acknowledged for doing social work that goes beyond charity and adding dignity to people's lives. Goonj has achieved notable milestones in helping the less fortunate around the country by mobilizing discarded cloth and repositioning it as an important resource for rural India.

The video, 'Contribute, Don't Discard', is aimed at promoting its 'School to School' initiative. The film, conceptualised and developed by Sandeep Yadav, has been produced by Chris Chros Films.

The 'School to School' initiative is for underprivileged children. Under the initiative, Goonj gathers discarded goods and stationeries from affluent schools to distribute in lower-class schools.

Speaking on the film, Yadav said, “The film is based on a simple premise and a very common adage, 'Ask those who have nothing, they will tell you how lucky you are to have what you have'. The film urges people not to throw away used goods but to contribute their used clothes, footwear or any other household items, which are in a usable condition, to the less fortunate section of the society. The ad film thus carries a strong social message 'Contribute, Don't Discard'.

Commenting on his association with the film and the organisation, Yadav said, “I saw Goonj's work and what they were doing over a period of time and I thought this film might be relevant to them. I met them and pitched the film.”

Anshu Gupta, Founder-Director, Goonj, said, “When Sandeep came to us with the film we were pleasantly surprised at the gesture. The film very succulently captures the ethos of our 'School to School' initiative. If you watch closely, wearing or not wearing shoes changes the entire expression of confidence in the child (in the film). That expression cannot be captured adequately in words, and that's what this film does beautifully without uttering a word. I hope this film inspires more people from the creative world to connect with our work in different ways. It would make our job that much more easier.”

The film shows a young, malnourished kid from a poor background who finds a discarded pair of shoes on the streets, as he is heading to play cricket with his friends. The film delves into the excitement and emotions that rushes past the child's mind as he puts on the pair of shoes and runs to the playground where his friends are playing. The film aptly showcases the kid's sentiment as he puts on his first-ever pair of shoes which he can call his own. When he reaches the playground, his friends, on seeing the shoes, run after him in excitement. The film ends with the campaign's theme 'Contribute, Don't Discard'.

The ad film is being promoted on Facebook, Twitter and Instagram. The ad film is also being shown on the social and environment channel Green TV, and is also available on Goonj's official website.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Production house: Chris Chros Films

Film Director: Sandeep Yadav

Executive Producer: Vijay Pereira

Producer: Pooja Khubchandani

Production Contoller: Mangesh Nande

Storyboard Artist: Swarup Bhattacharjee

Music Director: Abhishek Arora

DOP: Siddharth Diwan

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