SOS Children's Villages India: How Chatpat increased corporate donations by 61.5%

SOS Children's Villages India, a donor-based organisation, enlisted the help of Chatpat, a kid from the streets, to recreate the most iconic commercials from the most recognisable brands to convert the marketing budgets of big brands into donations for disadvantaged children.

The social cause/message objective

30 million abandoned and orphaned kids live in poverty and face a dim future in India. A problem that's not solved by the Indian government alone.

We wanted to create a unique funding model for an NGO, that could convert the marketing budgets of big brands into donations for disadvantaged children.

We targeted brands (and their CMO's) with iconic commercials and that were good prospects as donors - including Mondelez's Cadbury, Unilever's Liril and P and G's Tide.

The situation analysis

Since 1949, SOSCVI, a donor-based organization, has been helping abandoned or orphaned children by providing...

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