HT launches 'Bag of Books' initiative

Executed by Candid Marketing, the initiative is a part of 'You Read, They Learn' campaign and currently in its second phase at malls in Delhi

BestMediaInfo Bureau | Delhi | August 27, 2012

Candid Marketing and Hindustan Times recently got together for a charitable cause. They conducted a school contact program 'Bag of Books', as a part of Hindustan Times' 'You Read, They Learn' initiative. This is book-collection drive is currently in its second phase at malls in Delhi.

'Bag of Books' is a book-collection drive under the 'You Read, They Learn' initiative that has already helped send over 2,574 underprivileged children to school. Under the initiative, citizens of Delhi and NCR were invited to give their old books a new lease of life by donating them to underprivileged children.

Following the tremendous response of parents and school children, the initiative was taken to malls with an objective to thank Delhi for the donations to give people a last chance to donate both textbooks and storybooks during specific hours. The week long activity at mall has helped HT collect over 1,500 books & counting.

HT, through its Newspaper in Education programme, PACE (Partnerships for Action in Education), had conducted the activity in 100 schools across Delhi to collect books. The response from schools, students and their parents was tremendous, with many additional schools calling in, wanting to collect books on their campuses. Over 60,000 books have been collected through initiative at schools. The books will be distributed through partner NGOs Pratham and Goonj.

Rajiv Verma, CEO, HT Media Ltd., said, “We, at Hindustan Times, strongly believe that a newspaper has the ability to drive positive change in society. As a newspaper, we are intrinsically linked to the cause of education. With this initiative, we wish to contribute strongly in the space of pre-primary and primary education as we believe that education is every child's right.”

Shantanu Bhanja, VP-Marketing, HT Media Ltd. added, “As socially conscious citizens, our readers want to do their bit for society, but are usually constrained by time. The YRTL initiative allows them to contribute to a meaningful cause in the course of their daily life.”

Commenting on the activity, Nidhi Kriplani, Vice President - NBD, Candid Marketing said, “To be a part of the campaign has been an honor for us. Doing activities for a social cause such as this is much more challenging since it is conceptualized with a motive to create awareness & bring a change to the society as a whole. The increasing number of donations we have been getting speaks for the tremendous participation at both schools & malls in Delhi.”

The 'You Read, They Learn' initiative was launched in April, to help educate underprivileged children. As a part of this initiative, HT has been contributing a part of the cover price of every Metro copy of the newspaper towards creating a corpus to fund the education of over 10,000 children during the year.

Info@BestMediaInfo.com

Info@BestMediaInfo.com