In a bid to help educate underprivileged children, Hindustan Times had embarked on a year-long campaign in Delhi-NCR – ‘You Read, They Learn’ on April 19, 2012. Now, to give the campaign a further boost, HT Media has roped in Gautam Gambhir as the face of this campaign.
As part of this initiative, HT contributes 5 paise every day from every Metro copy of Hindustan Times sold in Delhi-NCR towards creating a corpus which will help fund the education of over 10,000 children over the year. Till date, this campaign has helped put 6,006 children in schools.
Sharing about the objective behind this campaign, Shantanu Bhanja, Vice President - Marketing, HT Media, said, “We see this as a movement and not a campaign. We believe it is our responsibility as media to not just report what’s happening, but to drive social change. We believe that by doing this, we are giving back to society and we are genuinely involved in this editorially, apart from contributing from our own cover price every morning.”
On getting Gambhir as the face of this campaign, Bhanja said, “Gautam Gambhir is someone who can appeal to the society at large and ask more and more people to join the movement so that more and more kids can to go to school. He is also a recognised and loved face of Delhi.”
Gambhir will be involved in the various on ground events planned, where he will interact with kids and their parents and encourage them to go school as well as actively participate in sports.
In order to create awareness about the campaign in the Delhi-NCR area, HT Media has been running a 360 degree campaign, besides giving simultaneous support through in-house promotion, billboards, digital and editorial coverage.
HT Media is now planning to extend this initiative beyond a year and also mulling to take it to other cities. The plan is to set up the HT Foundation for Change. Through this, the organisation is encouraging individuals as well as corporate to contribute funds towards this cause.
Bhanja further said, “We don’t measure this by share of voice, but we measure it in terms of changing the society as a newspaper and also the pride that our readers feel in being able to daily contribute in this cause.”
HT Media has partnered with NGOs such as CRY and Pratham for the ‘You Read, They Learn’ initiative.