Coca-Cola India, NDTV and UNHABITAT joined hands together on the 24thof January, 2011 to launch a unique campaign named 'Support My School'. The only motive of this campaign was to raise awareness, collect funds for the up-gradation and regeneration of schools in both rural and urban areas. Sachin Tendulkar, renowned Indian cricketer was one of the eminent personalities who joined in as the campaign ambassador. The campaigns went on for two seasons.
Main Objective of the campaign
The objective behind the campaign "Support My School" was to create a difference in the community. Building mass awareness and educating them on importance of water and sanitation were the main issues that were focused on. Reaching out to at least 10 million people, raising funds for at least 100 schools and bringing in more stakeholders were the main activities.
SMS Season 1 campaign
In this campaign over 100 schools were up-graded and ensured quality facilities for the benefit of more than 43,000 children. The season continued and ended by June 2012. After the success of SMS Season 1 the campaign was reintroduced with more potency with a target to up-grade another 250 schools.
SMS Season 2 campaign
The Season 2 campaign was launched in California, USA, on the 22nd of August 2012 where the business bodies tied up together with some reputed international development sector organizations. These organizations included World Vision, Plan India and Charities Aid Foundation (CAF) who came forward as partners to up-grade schools across various states in India. The campaign was initiated on television via satellite by actor Anil Kapoor with campaign ambassador Sachin Tendulkar. Nearly 272 schools were targeted and the campaign generated 13.5 cores as funds.
The Success Journey
Researchers have diagnosed lack of basic amenities like toilets, lack of water and basic infrastructure in schools which in turn led to higher rate of absenteeism resulting in drop outs and bad academic results. Over 50% rural schools in India have non-functional toilets which prevents girls from coming to schools. The partners took this issue as the most challenging role and joined together to bring a positive change. The budget spent to launch this long journey was around $200,000. They had an estimate to raise at least INR 50 million from stakeholders, corporate sectors and several other groups. Charities Aid Foundation (CAF) was appointed as Implementation Partner and Sulabh International as the Knowledge Partner.
Building a Happier World Tomorrow
Each Campaign was followed by a six-month long awareness effort followed by wide range of features and special episodes highlighting on libraries, sanitation and playground in schools. Impact of the campaign was clearly showcased. Celebrities featuring included Chitrangada Singh, Boman Irani, Sakshi Tanwar, and Priya Dutt who visited SMS schools and provided quality education across NDTV network leading up to the telethon. This NDTV- Coca Cola Support My School Telethon was broadcasted LIVE on NDTV to raise funds on basic amenities like separate toilets for girls and boys, drinking water, playground, computer library in schools of semi urban and rural areas.
Support from Celebrities
Celebrities like Anil Kapoor, Rahul Bose, Kailash Kher, Adnan Sami, Shilpa Rao, P.T. Usha, Nagarjuna, Ayushman Khurana, Kajol, Ajay Devgn, Shashi Tharoor, Aishwarya Rai and Sachin Tendulkar took centre-stage platform to reach out to millions of viewers for raising maximum funds for the cause. The Little Master was stretched the philanthropic hand through an interactive session called 'Sachin ki Paathshala' where he focused on cricketing techniques for children across the country.
Tags:
School
Campaign
Upgradation
Support
