Once Again: The Tagging Drive

Siju RS, Venkataraghavan Srinivasan and Manasi Trivedi

Campaign details

Brand owner: Once Again
Agency: Ogilvy & Mather, Bangalore
Brand: Once Again
Country: India

Executive summary

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

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

However, with awareness levels as non-existent as its marketing budget, donations were trickling in. The goal was to secure a significantly higher number of donations without spending on marketing.