Cannes Lions

PROJECT NANHI KALI

STRAWBERRYFROG, New York / K.C. MAHINDRA EDUCATION TRUST / 2010

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A Girl Story is a unique donation-based film series that brings to life the experience of many underprivileged girls in India. This particular story is told through the eyes of Tarla, a young girl who simply wants to go to school and receive an education. Whether she succeeds, however, is completely up to you. Tarla's story will progress only by audience donations unlocking new chapters within the YouTube film series, just as each girl at Project Nanhi Kali depends on donors to progress, stay in school, and complete her education.Within A Girl Story, Tarla faces many obstacles along her path toward an education: disapproving parents, social dogma, gender bias, and financial hardships to name a few. Only your donations can help her overcome them.​ If you choose to donate, her story will seamlessly progress to the next film and she’ll get one step closer to her dream. If you do not donate, her story ends there, and just like in real life, she becomes stuck – yet another victim of her circumstances. The consequences of this outcome are dramatized in an endless video loop with the call to action, “I can only get so far if you don’t give.” The loop can only be broken when someone donates, resulting in Tarla cheerfully progressing to the next film. In order to create a smooth, filmic quality, each YouTube video was programmed to allow her to seamlessly transition from one frame to the next. Of course, we also needed to ensure that people would return to the site and continue to participate, so Tarla sent personal emails updating them on her progress and thanking them for their donations. They were also invited to friend her on Facebook and read her tweets.In the end, A Girl Story broke through the wall of indifference associated with most cause-based programs, by combining technology, film and story telling in a way that hasn’t been done before. More importantly, it incorporated a built-in device to obtain donations, enabling people to make a difference immediately. Together with the global nonprofit group Project Nanhi Kali, we hope to raise awareness about the challenges that million of girls like Tarla face every day.Please see nanhikali.org for more information.

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