With its social responsibility initiative ‘Smile’, Hindi newspaper NaiDunia is all set to spread some joy among unprivileged children of the country this Children’s Day on November 14, 2010. NaiDunia has launched a high decibel print and outdoor campaign in Delhi NCR, Madhya Pradesh and Chhattisgarh to spread awareness of the ‘Smile’ initiative.
As part of this initiative, toys will distributed among poor children, for which toys are being collected from schools and homes. Schools, NGOs, sports and fun clubs are participating in this campaign.
Speaking on this initiative, Vineet Sethia, Director, NaiDunia Media, said, “We believe that Children’s Day will attain true definition if we succeed in inculcating the feeling of sharing and friendship between kids who have pleasure in abundance and those who are deprived of even the most basic necessities for a child. Smile project is a step towards this effort. It’s a humble beginning, which shall definitely make some difference.”
“There are some of the advertisers who have participated in some places for this campaign, but the initiative has a more social angle to it rather than a commercial angle,” maintained Debu Mishra, VP, Sales and Development, NaiDunia. He did accept that this campaign would certainly help the brand getting more recognition amongst the readers.
Toys are being collected directly from contributors at NaiDunia offices. Mishra noted, “Schools were so enthusiastic about this activity that they themselves encouraged their students to take part in it. They have issued a proper circular to the interested students and parents. Schools then sent those gifts to NaiDunia offices.” The contributed gifts are being checked and packed properly. The kids from orphanages, slums, and poor families will receive the gifts on Children’s Day.
This activity is taking place at all the seven units of NaiDunia simultaneously, which includes Delhi, Indore, Bhopal, Jabalpur, Gwalior, Raipur and Bilaspur NaiDunia Media units.
Through this initiative, any kind of old or new toy can be gifted to the needy children. There is only one condition that the toy should be presentable and usable so that it can spread smile on the face of the needy kids.