Project Nanhi Kali: A wedding card that put off a marriage in favour of education

Debopriyo Chakraborty, Namit Prasad

Girl-focused educational NGO Project Nanhi Kali used a wedding invitation to raise awareness and spur donor action in India.

Campaign details

Brand: Project Nanhi KaliBrand owner: K. C. Mahindra Education Trust, Naandi FoundationLead agency: Famous InnovationsCountry: IndiaIndustries: Charities & voluntary organisationsMedia channels: Direct marketing, Email marketingBudget: Up to 500k

Executive summary

As one among 31 lakh NGOs in India, Project Nanhi Kali faced the same issues that dogged small- to mid-sized NGOs – donor rejection and ignorance. To keep rallying its cause of educating the girl child and, thereby, keep them from getting married off early, it had to appeal to the donor, so that the donor...

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