Social Marketing: Times of India's 'Teach India' Campaign


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Case Details:

Case Code : MKTG251
Case Length : 20 Pages
Period : 2007-2010
Pub Date : 2010
Teaching Note :Not Available
Organization : Times of India
Industry : Newspaper
Countries : India

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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Introduction Contd...

The award was given to JWT India for successfully executing the campaign. On selecting the campaign for the award, a jury member said that it was "a truly outstanding campaign that drove a real sea change in social attitudes, 'Teach India' won the Grand Effie convincingly due to its boldness and creativity, delivering real cultural relevance and, above all, outstanding business results."6 Launched on July 6, 2008, by the Times Foundation, the corporate social responsibility (CSR) wing of The Times of India group, in association with United Nations Volunteers7 (UNV), the Teach India campaign was a social initiative whose objective was to build the nation by improving literacy and providing education to the unprivileged children in India.

The idea behind the campaign was to bring together people who wanted to teach and those who wanted to learn. The campaign invited educated Indians to serve as volunteers and teach underprivileged children...

Excerpts >>

6] "Teach India Campaign Gets Top Effie Honour," www.timesofindia.indiatimes.com, December 18, 2009.

7] Headquartered in Bonn, Germany, The United Nations Volunteers (UNV) program is the global wing of the United Nations which works to bring about peace and development through volunteerism in the world. As of 2009, UNV worked in 140 countries.

 

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