Promote the 'Slum Children Education Programme' by involving people to donate their old books. People in India don't appreciate their old books. It either lies as junk in their homes or it is given away to the scrap dealers. We wanted them to give away their old books as well, but this time with a change of perspective and for a better cause.

Our promotion was based on a simple thought that 'An old book is new to people who haven’t read it'. To execute, we gathered several old books and packaged them like new ones. Wrapped in transparent plastic sheets, they were placed among new books in about 50 popular book shops in Delhi, India. On stumbling upon the old books, each reader was greeted with an inspiring message that urged him to donate his old books. The response was delightful. Hundreds felt touched and registered. The idea acted as a trigger, readers who could see the difference, could make a difference.

In two months, we had 30000 books at our disposal. With an average packaging cost of 1 cent/book, it was also one of the most economical ideas that clicked. The HOPE website recorded 8000 hits in the first few days itself. With a 20 percent increase in the overall donations, the idea also led to partnerships with new corporations. It easily recouped the cost and spread the word about HOPE, an organisation that sees hope in you and me.

The creative execution explained the simplicity of our idea, about how an old book is new to many. By merely packaging it like a new book, we established how we could find all that we need, but only if we look closer. The slightest effort could bring about the biggest change. Change of perception, change of action and change of contribution. That’s what this idea was all about and that‘s what HOPE is all about.