Mumbai : Digital campaigns created by Strawberry Frog NYC for Project Nanhi Kali, which is jointly managed by the K.C. Mahindra Education Trust & the Naandi Foundation to provide education to the underprivileged girl child, have received two Bronze Cyber Lions at the Cannes Lions International Advertising Festival 2011
The-girl-store is an innovative website which allows the viewer to sponsor the supplies that allow an underprivileged girl in India to go to school and get an education. The Girl Store operates like an e-commerce site. The site asks visitors to a buy a girl her life back by donating school materials to underprivileged girls in India. Visitors can buy specific items, such as a backpack, workbooks, or school shoes for a girl pictured on the site.
The site has received over 3 million hits till date, raising enough funds to send hundreds of girls to school, and has also received global media coverage: Forbes.com, Huffington Post, etc. A Girl Story is a unique, donation-based film series that combines technology, film, and storytelling to shed light on the global challenge of educating young girls. The animated, emotional story follows the path of a young Indian girl named Tarla who wants to go to school to better her life. Whether she succeeds, however, is completely up to you, because Tarla’s story progresses only by audience donations that unlock new chapters within the YouTube film series. To ensure a smooth, filmic quality, each YouTube video is programmed to allow Tarla to seamlessly transition from one frame to the next.
The K. C. Mahindra Education Trust was founded by the late K. C. Mahindra in the year 1953, with the objective of promoting literacy and higher learning in the country. It is a not for profit organization that spearheads many education initiatives, grants and scholarships, etc. Project Nanhi Kali, which is jointly managed by the Trust & the Naandi Foundation, is aimed at providing the underprivileged girl child in India with 10 years of quality education, through material & academic support thus enabling girls to attend school with dignity. Currently, the project supports the education of over 70,000 girls in 9 states in India & has witnessed a significant increase in both enrolments of girls with attendance and learning outcomes improving considerably. The project goal is to reach out 500,000 girls by March 2014.
Strawberry Frog NYC which prides itself for being the world’s first cultural movement (creative) agency, was commissioned by Project Nanhi Kali a few years ago to help create awareness and support for the cause globally, especially through digital and new media campaigns.
The Cannes Lions International Advertising Festival is the largest, worldwide gathering and celebration of advertising professionals, designers, digital innovators and marketers. Now in its 58th year, the festival attracted a record number of over 28000 entries from 90 countries this year. Out of these, the Cyber lions awards received 2,835 submissions from which shortlists were made for several categories.