Bengaluru-based social entrepreneur eVidyaloka leveraged the power of technology to bring together passionate Indian and global volunteers across 110 cities to provide high quality teaching to children in remote villages and tribal zones of India. Children aged 10 to 14 years (6th‑8th grade) were taught Mathematics, Science and English with the same syllabus as prescribed by the local State Board, delivering live interactive classes in the local medium, through a powerful partner ecosystem including Government schools in the states of Karnataka, Andhra Pradesh, Telangana, Tamil Nadu, Jharkhand, West Bengal and Maharashtra. The NGO wanted our help to raise brand awareness and increase volunteer-teachers registrations.
Challenge
Strategy
Perez’s communication strategy over two months included a series of interviews with leading mainlines, TV channels, language dailies and key online press to profile the ground breaking activities of the NGO across the country as well as the vision of the founders in increasing the reach of quality education to India’s rural hinterland. Other activities/messaging for media coverage that were explored included launch of a mobile tutorial, press release distribution, highlighting volunteerism from 20 countries, remoteness of some of the classrooms inside a forest reserve in Tamil Nadu and villages in Jharkhand and West Bengal, and vision of the founders to take the digital classroom to more than 1000 schools across the country by 2020.
Impact
Leading publications including top-of-the-line category A press from mainline, regional and online streams covered eVidyaloka very well with all the key messaging as communicated.