The International Advertising Association (India Chapter) and Rotary District 3141, in a unique effort to use communication as a force for good, will help promote a contest along with Campaign India and invite entries for an awareness campaign that will challenge young creative professionals to show how they love their elders.
The winners would be felicitated at the IndIAA Awards presentation night on August 26 and their campaigns would be showcased across all media platforms. Punit Goenka, President, International Advertising Association (IAA) India Chapter, says, "The IAA has always stood firm by its ethos and value system, which is based on the fact that what's good, is good for business. I think this gives us a great opportunity to partner with the Rotary District and spread an important and noble message about elder care. In fact, respecting and honouring our elders is the foundation of rich values and traditions in India. The younger generation certainly needs to be sensitised about the needs of their elders, in order to make them more aware about their responsibilities and duties. The IAA has also capitalised on its enhanced focus on young professionals, in order to restrict entries to professionals under the age of 35."
Harjit Singh Talwar, District Governor Rotary (District 3141), says, "Highlighting the importance of elder care, we have a specific avenue of service that deals with this subject. We are delighted that IAA and others are coming together to create awareness about this. We have 104 clubs in the Mumbai region and will be able to use their service-oriented membership to amplify the winning message manifold."
Abhishek Karnani Chairman IndIAA Awards Committee, says, “This is a special category for young professionals (YPs) and entries received would be shortlisted by a jury of creative experts before being placed before our main jury for the IndIAA awards. We will have this category called ‘YPs for Good’, addressing different topics in the public service space each year, going forward.”
The contest is open to all professionals in the advertising industry below the age of 35. There will be no entry fee and the last date for receipt of entries is July 28. There would be no extensions. Entries are invited for an integrated campaign (print, poster, social and film) that shows how young adults show their love for their elders.
It takes off from a brief received from Dignity Foundation, a leader in elder care, that having invested a large part of their life in bringing up children, what elders really want from young adults is their time. And that is probably the most difficult for young adults to give.