Once Again: The Tagging Drive

Manasi Trivedi, R S Siju and Venkataraghavan Srinivasan

Campaign details

Brand owner: Once Again
Agency: Ogilvy & Mather Worldwide, Bangalore
Brand: Once Again
Country: India
Channels used: Other and ambient media, Social media, Word of mouth and viral
Media budget: Up to 500k

Executive summary

Making more with less: how an unheard-of, non-profit organisation got people to donate old items without spending on marketing

'Once Again' is a year-old, non-profit organisation based in Bangalore, India. Its unique operating model is to accept old items instead of cash, and then sell those items in the communities it works with. The funds generated from those sales are ploughed back into community projects like crèches, nurseries and learning centres, thereby perpetuating a sustainable model of development.