According to the Global Hunger Index, India is in the top five of the index with serious ‘hunger’ levels. Malnutrition and classroom hunger is rampant and requires urgent attention in the country. The Akshaya Patra Foundation, a not-for-profit organization, strives to provide nutritious food to underprivileged children to ensure their education is not hampered. We, a leading media and entertainment network in India, partnered with the Akshaya Patra Foundation to launch the Feed The Future Now movement which aims to provide 5 billion meals by the year 2020, so that no child is deprived of quality education due to malnutrition.

Unfortunately, there's little awareness about this pressing issue in our country. The core objective of the movement was to highlight the importance of nutrition by educating people on the topic and make them aware of the dire situation, while leveraging support for generating funds to fulfill the task at hand.

The campaign seeks to create a rallying call of ‘Nourished India, Educated India!’ to action and promote policy advocacy and behavioral change by creating awareness on nutrition and education. It is based on three pillars – Awareness, Nutrition and Education.

While the nutrition and education part of it was being taken of infrastructurally, the awareness bit was lagging. Through our online film we aimed to correct that. The insight was to show people who these kids are, to be able to strike a chord with them. Get their stories, from their mouths to the masses. In addition we had influencers and industry leaders explain the larger problem and show their support to the cause, motivating people to come forward and do their bit.

The campaign seeks to create a rallying call of ‘Nourished India, Educated India!’ to action and promote policy advocacy and behavioral change by creating awareness on nutrition and education.

While the nutrition and education part of it was being taken of infrastructurally, through our film we took care of the awareness. The insight was to show people who these kids are, to be able to strike a chord with them. Get their stories, from their mouths to the masses. We had influencers and industry leaders explain the larger problem, showing their support to the cause, motivating people to come forward and do their bit.

The campaign launched on 27th May 2017, on the eve of World Hunger Day, with launch events in Mumbai and Delhi attended by media, influencers, government and industry leaders.

The video, was pushed across the social media platforms of all cause partners.

Timeline:

May

Scale:

National