Since lack of education for girls was not provoking enough action from our target group, we decided to show them the larger social evil that takes place when girls drop out of school. In fact, we took this social evil right into their homes. In the form a Wedding Invitation. That of a 12 year old girl with a 40 year old man. The invite went on to ask them to save the to-be child bride and millions others like her by sending them to school. Shocked as they were, it got them reading. And soon enough moved to donate too.

The invite was designed exactly like a traditional Indian Wedding Card - with all the ostentatiousness that would mark a wedding of stature. We chose motifs and a colour palette that would be familiar to any Indian receiver and make them immediately eager to open it. The first side invited readers to the wedding of Neelam (a 12 year old girl) to Kishor (a 42 year old man) in a matter-of-fact way - as if everything was normal in the world. This shocking part was what got our audience to read further and discover the disturbing results of lack of education. The Invites were distributed at prominent public spaces and sent to over 5000 homes in the country over a span of 3 months.

Project Nanhi Kali saw a 40% increase in donations during the activity period - the highest increase they have ever seen in such a short period.