Challenge: How can Aviva bring over 200 million lesser privileged Indian children a step closer to education?Strategy: Everyone wants to be a part of something bigger. It's an innate human desire and brings us together to achieve something greater. Our strategy was to give every concerned Indian a movement that he could belong to, and bring about a change in child literacy.The idea was simple: Invite them to come and build the largest book wall the world had ever seen, with the books that they donate. An organic, living monument that stands for empowering every child with the right to education. Then use the collected books to impart education.In just 5 days, the largest wall across 4 cities was 200 feet long and 9 feet tall! A total of 1.2 million books were collected.These were used to educate 2.5 million children.The campaign also generated a total PR value of more than Rs. 40 million.

Generated tremendous positive WOM for Aviva in the community and moved eminent personalities to join the cause gratis. The education minister cited it as an exemplary initiative and pledged his support for the cause.

The campaign started on National Education Day, with an invitation to all citizens to be a part of building this historic wall.

The message went out through newspapers, radio, outdoor, online placements and direct collection drives across 4 cities, starting August 25, 2010.We started a collection campaign across 1500 schools to drive this message among children and their parents.The actual walls were created at public squares in four cities - Delhi, Kolkata, Chennai and Mumbai.

We partnered with newspapers like HT, ABP and The Hindu to amplify the message and coverage of the event.We also partnered with radio channels in all 4 cities to air frequent reminders to listeners.Each venue added books to the Wall for a period of 5 days and the entire event was spread over six months, moving from one city to the other.

We created the largest book wall ever made anywhere in the world, with over 1.2 million donated books.Over 1 million Indians came together to be a part of this movement.It helped educate over 2.5 million underprivileged children.Over 1 million unique hits on the Aviva page during the period of this activity.Generated a PR value of over Rs. 40 million.Generated tremendous positive WOM for Aviva in the community and moved eminent personalities to join the cause gratis. The education minister, Kapil Sibal, cited it as an exemplary initiative and pledged his support for the cause.