Cannes Lions
LEO BURNETT INDIA, Mumbai / PROCTER & GAMBLE / 2012
Overview
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Credits
Outcome
The word of mouth before the launch gave us the platform and celebrities supporting ‘100% Shiksha’ generated free PR worth $ 1, 010,000. The media partners offered their support by giving us free media worth $275m. More than 150m people took pledge in support of the cause.
Today ‘100% Shiksha’ supports more than 140 schools across the country and more than 280,000 underprivileged kids have access to primary education.
Even the Government of India shares our vision and has gone an extra mile by passing the Right to Education Act in 2009 making education up to the age of 14 compulsory.
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