Campaign details

Agency: Adfactors PR
Brand: Mahindra Foundation

Background

The Mahindra group has social responsibility infused into its DNA. And, among the various causes that the group supports through Mahindra Foundation, a non-profit organisation, girl child education has always been a long-term commitment. Since 1996, it has been running 'Nanhi Kali' that is dedicated to enabling girl child education. The project has already benefitted 3.5 lakh girls and reduced school drop-outs to 10% vis-a-vis the national average of 63.5%. While Project Nanhi Kali has been committed in its focus on girl child education, the Mahindra Group felt the need to build more visibility for the cause, and spread the message to the public.

PR Objective

Build awareness about the need for girl child education amongst general public.

Research

In April 2018, Mahindra's Marketing and Corporate Communications teams conducted a primary research among focus groups in North and Central India to understand attitudes towards girls and the motivation amongst parents to support them for education. Insights from the research suggested that ladki haath se nikal jaayegi' was an oft-heard phrase that was used by conservative family-elders to warn liberal parents about giving too much freedom, including education, to the girl child.