what is “paathshala”? · what is “paathshala”? • what is paathshala: • an initiative by...
TRANSCRIPT
What is “Paathshala”?
• What is Paathshala:
• An initiative by Delhi’s #1 newspaper* Hindustan
Times to support the education of underprivileged
children.
• Paathshala means “school” in Hindi
• This year we re-branded the earlier campaign of “You
Read They Learn” to “Paathshala”
• Apart from the change of name, the premise of the
campaign remains unchanged from the days it started,
in 2012
Our key emphasis this year was also to highlight multiple
platforms of engagement for the audience and involve them in
changing society
*IRS 2014, readership survey for Delhi National Capital Region which is approximately 2.3 million.
All India readership is ~4.5 million, second largest English daily in the country
Paathshala Objectives
1. MAKING A REAL DIFFERENCE
• Through funding of NGOs
• By Building Awareness
• By Influencing policy & project
implementation
2. NPS DRIVER
• Seen as changing society/ seen as
agent of Positive Change
• Raises issues of Public Interest
3. GO BEYOND THE PRODUCT
• Create awareness & brand
association
• Create active participation leg
Audience engagement:
Small actions make a
big difference
Long Term Strategic Imperatives for PAATHSHALA
1. FUNDING
•DEFINE NATURE OF PROJECTS: projects that support the education of underprivileged children through projects that impact at both community & individual level
•DEFINE PROCESS OF FUNDING
•Ensure professional compliance and management of proposals
•Evaluate and close all proposals for next fiscal in previous year
2. BRAND COMMUNICATION
•SMALL ACTIONS MAKE A DIFFERENCE, VOLUNTEER:: Brand communication to be based on AUDIENCE INVOLVEMENT
•AMPLIFIED ON MEDIA: Print, Digital, PR, B2B
•LEVERAGE:
•Celeb ambassadorship
• Industry leaders/B2B for corporate volunteering
3. STRENGTHEN CREDENTIAL WITH
EDITORIAL SUPPORT
•FEATURES ON VOLUNTEERS: editorial to plan once a week inspirational features on “volunteers from your neighbourhood”
•SLUGS ON RELATED STORIES: editorial must ensure that related stories always have our logo slug
•Cover inspirational stories of lives transformed by education
•Cover stories of NGOs/citizens making a difference
•Decode education policy for readers: RTE/ICDS/EWS
•Expert opinion on education
• Identify burning issues that can be championed through marketing
4. AUDIENCE ENGAGEMENT
•BUILD MASS VOLUNTEERING PROGRAMME: Build robust multi-location volunteer programme with volunteering partner like iVolunteer
•CREATE CONTENT FROM VOLUNTEERS: Feature volunteers in editorial coverage
Key Legs of Paathshala
What we do: Making a real difference with our NGO Partners
NGO: Shine
Foundation Funded integrated community
development programmes
including mid-day meals,
accelerated learning courses,
early child development
programmes
NGO:
Pratham Funded early
child
development
classes in multi-
centre “balwadis”
~ pre-schooling
for the childrenn
of underprivileged
children
Partner: CRY
Funding integrated
community development
projects in urban slums of
Delhi, access to education
for the children of migrant
labour and other
marginalised communities
Partner: Himalayan
school society Funded the vocational
courses for girls
The lives of 8000 children are directly impacted by the above programmes
through this year’s funding
What we do: URGE ACTIVE PARTICIPATION FROM THE AUDIENCE
Marketing Campaign on
Print, Cinema, Digital
Drives audience to website which has list of
volunteering projects
Volunteers filtered and sent
to respective NGOs
Volunteers since 7th Dec: 2599 applicants, 5704 sms
This is a year long programme
Volunteers at NGO partners
What we do: Use our newspaper credibility to raise awareness
1. Pushing content through online assets
• Through main Hindustan Times FB handle is
a must (3.5 million audience on this handle)
• We also have a link from main page of the
news site
2. Giving credibility by
associating with relevant
Desk stories
• Ed. Will select relevant
articles that cover education
causes and start putting the
logo. This will start as soon
as possible
What we do: use our product footprint to promote citizen activism
3. Editorial articles (to start from Feb 2016)
• Possible articles that feature Paaathshala Volunteers in a weekly feature
• Articles that feature the Rise of Philanthropy and Volunteering
Communication Campaign: we started with a reminder of the past work
Highlighting achievements of YRTL
AWARNESS PHASE: 7th Sep to mid Nov
Communication Campaign: Then we moved on to call for active engagement
We show readers how easy it is to volunteer,
And to make a difference
Campaign so Far: We reached out to audience beyond our product with emotional TVCs
ENGAGEMENT PHASE: CINEMA LEG STARTED ON
11TH DEC
A Retired Colonel teaches football in his free time
ENGAGEMENT PHASE: CINEMA LEG STARTED ON
11TH DEC
A Young Man takes extra classes in Maths for children who struggle
in the subject
Communication Campaign: Then we moved on to call for active engagement
ENGAGEMENT PHASE: CINEMA LEG STARTED ON
11TH DEC
A Young college-going girl helps children imagine with fairy tales
Communication Campaign: Then we moved on to call for active engagement
For more information
Do visit
www.paathshala.hindustantimes.com
for more
Or contact
On behalf of the children, thank you for your support