The Akanksha Foundation: The Joy Exchange

Hitesh Patel, Kiran Anthony, Mayuri Shukla, Khushnuma Daruwala et al.

The Akanksha Foundation, an educational charity for under-privileged children in India, recruited teachers with zero media budget over successive years.

Campaign details

Brand: The Akanksha FoundationBrand owner: The Akanksha FoundationLead agency: Ogilvy & MatherCountry: IndiaIndustries: Charities & voluntary organisationsMedia channels: Events & experiential, Online video, Radio, Social media, TelevisionBudget: No budget

Executive summary

India has over 580,000 vacancies for teachers

How could Akanksha, a small but extremely quality-conscious NGO with zero marketing budget, spread awareness about its need for teachers amidst the noise created by other NGOs and private organisations? We came up with the idea of 'The Joy Exchange' where Akanksha kids would charm people by...

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