May 4, 2012, Mumbai: Nanhi Kali, a project that supports the cause of the Girl Child, recently launched TheGirlEpidemic.org , a cutting-edge campaign created by the award winning agency, StrawberryFrog. The agency, together with the Nanhi Kali team, has been busy producing some of the world's most provocative advertising and communications to raise awareness about a cause they are passionate about - the education of young girl children.
"The ‘Girl Epidemic’ is our most powerful campaign yet,” says Sheetal Mehta, Executive Director, KC Mahindra Education Trust, which together with Naandi Foundation jointly manages the Nanhi Kali project..
Scott Goodson, the Founder and CEO of StrawberryFrog, believes in building brands by sparking cultural movements, which can be read about in his new book, Uprising.
To create this persuasive and moving campaign, StrawberryFrog worked very closely with the world famous photographer and director, Indrani, who is known for her work with several noted personalities, including the likes of Lady Gaga and David Bowie.
Anand Mahindra, Vice Chairman and Managing Director, Mahindra Group, whose Foundation supports Nanhi Kali, said of the Girl Epidemic: "The creative excellence, strategic smarts and work ethic of Nanhi Kali and StrawberryFrog have helped spark something special for brand Nanhi Kali. Further, StrawberryFrog has maximized limited resources with creativity that punches way above its weight. The Girl Epidemic is powerful enough to start a movement. The momentum slowly built over the past four years has created a body of work for Nanhi Kali that is outstanding. We are seeing Nanhi Kali at its best."
"The Girl Epidemic http://thegirlepidemic.org/ must be seen and shared, there's never been anything like it" says Sheetal. "The work for Nanhi Kali could convert those who think that creativity in advertising is on the wane. The sheer volume of first-rate award winning work produced is impressive. From the simple brilliance of "A Girl Story" (AGirlStory.org) which is the world’s first donation based online film series to another standout: The Girl Store (www.the-girl-store.org) which is an opportunity to bring e-commerce and creativity together in an innovative campaign which allows you to buy a girl her life back before someone else takes it," continues Mehta.
"With the launch of ‘The Girl Epidemic’, Nanhi Kali and StrawberryFrog display a mastery of communications which has made the team a fixture on the 2011-2012 awards circuit picking up Cannes Lions, One Show Awards, Andy Awards, and also picking up the FWA to name a few.
The ‘Girl Epidemic’ shows how girls in some parts of the world are treated like an infectious disease. It highlights the centuries-old absurdity that would value the life and potential of a young girl less than a boy, the result of which is the disappearance of girls, the selling of young girls as young as 8 years old into sex slavery or marriage. The extremely powerful campaign brings home the message that this is wrong, that it must stop, and that education is the cure. In fact it is the cure to solving the most important challenge we face as human beings. If you educate a girl you educate a family, and as a result you reduce overpopulation, environmental impact, hunger, disease and a host of other world problems. The Girl Epidemic shows how educating a girl can save the world.
The multiplatfom Girl Epidemic campaign features an innovative ecommerce site. The main spark to ignite the Girl Epidemic is a major film production for YouTube and the Girl Epidemic ecommerce site where you can make donations. It is a unique trailer-style film that dramatizes an already disturbing societal norm. Young girls are often sold into sex slavery, child labour, and are frequently killed at birth because they are not of the desirable sex: male.
Based on the strategy and creative idea developed by StrawberryFrog, Director Indrani helped shape the film to feel as if the viewer is getting a first hand look into the all-too common violent reactions and actions taken against innocent girls in India. The images are shocking and provoking- much like the actual acts of violence themselves.
The cure for ‘The Girl Epidemic’ is Education. Donating to www.TheGirlEpidemic.org can help change deep-seated social norms by allowing girls to receive an education, thereby transforming young girls into valuable members of society- making them indispensable.
"Our goal with this work is to generate more money to educate girl children. Period," says Scott Goodson, Chairman of StrawberryFrog. "And we wanted to do this with the greatest weapon we have at our disposal: creativity and innovation."
About the Nanhi Kali Project
Established in 1996 by Anand Mahindra, Vice Chairman and Managing Director, Mahindra Group, Nanhi Kali is a project that supports the cause of the girl child. Anand's strong and firm belief that education of the girl child and her eventual economic empowerment would put an end to existing social evils such as female infanticide and foeticide, led him to start the project at the K C Mahindra Education Trust. Currently, the Nanhi Kali project is jointly managed by the K. C. Mahindra Education Trust (KCMET) and the Naandi Foundation. Designed as a sponsorship program, it allows individuals and corporates to participate by investing in the girl child. The girls receive support in the form of academic classes as well as direct material support in the form of uniforms, school bags, notebooks etc. The project currently supports the education of over 75,000 underprivileged girl children across 9 states in India.
For further information on Nanhi Kali please visit:
For further information on StrawberryFrog’s other social media initiatives for Nanhi Kali, please visit:
For further information on this press release please contact:
Ms. Roma Balwani
Senior VP & Group Head - Corporate Communication
Mahindra & Mahindra Ltd.
Phone: (+91-22) 24901441