All it takes is a desire and willingness to contribute to our society, and no matter how small an initiative, it does make a difference in someone’s life. Khushi is one such initiative in Ahmedabad, which has seen majority volunteers from the city’s advertising fraternity join hands to work towards the betterment of underprivileged children. The aid could be in any form including monetary contribution, human support or contributing materials textbooks or clothes which can be used by the children.
Sanjay Chakraborty, Director-Brand Services, Triton Communications Ahmedabad, is an active member of this support group. He said, “We were looking for a way whereby we could contribute to the society and when we developed the concept of Khushi, we decided to take it forward. We are absolutely sure that we don’t want it to become an NGO, but want it to function as it does today with help from volunteers. This helps in avoiding any kind of power struggle and all members are equals.”
The initiative is now being communicated across through mailers and print ads in local Gujarati newspapers. These ads are evocative in nature and focus on underprivileged children. It is noteworthy that all the initiatives have been undertaken on a voluntary basis. Even the creatives are done for free. ‘Khushi for a child – towards a smiling tomorrow’ is a line consistent in all the creatives.
Besides, there have been talks of taking the initiative further with road shows that would currently be restricted to Ahmedabad. Right now, the ‘mission’ has around 30-35 volunteers. It is also being promoted through an online community on social networking site Orkut.