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JWT Mumbai wins Gold at Jay Chiat Awards for Strategic Excellence Planning

24-September-2009
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JWT Mumbai wins Gold at Jay Chiat Awards for Strategic Excellence Planning

JWT Mumbai has been awarded a Gold in the category of Social Strategy: Best Strategic Thinking for Social Impact at the prestigious Jay Chiat Awards for Strategic Excellence 2009. The case study, entitled ‘When Over 2 Million Unlettered Indian Kids said Jai Ho’, is for the Teach India Campaign.

Teach India, the largest educational programme in the world, was launched by The Times of India in 2008. One in three illiterates on the planet is an Indian, a paradox given that India also has the third largest pool of educated people anywhere in the world. The Teach India Campaign sought to bridge this chasm through a clarion call for volunteer action. The Teach India campaign was a massive on-ground mobilisation and enabling exercise, in a sharp departure from the past, where such initiatives remained just at the message level.

JWT developed an integrated campaign, including TVC, outdoor, print, ambient and an online microsite. The results have been phenomenal. To date, Teach India has recruited over 100,000 volunteer teachers, 2 million students, over 100 NGOs, 31 companies and 32 schools.

Commenting on this, Dhunji S Wadia, Managing Partner, JWT, said, “Teach India is a programme about transforming the lives of disadvantaged Indian children. It is perhaps the largest such programme in Indian history. If you thought you couldn’t teach, we would train you. If you worried about getting students, we provided eager students waiting for teachers, a full pipeline. If distance was an issue, we matched your location to the NGO and pupils near you. Conventional thinking and past social programmes had always called for volunteers to teach. This noble thought has been oft repeated, with marginal success. ‘'Let’s Learn to Teach’ was our clarion call. All we asked from volunteers was two hours a week. Who could refuse that? Perhaps not too many. No programme has even come close to Teach India’s ambition and results.”

The Jay Chiat Awards for Strategic Excellence are the first global advertising awards that recognise brilliant strategic thinking, which resulted in path-breaking creative execution. JWT Mumbai created history last year by winning the Grand Prix. ‘Diamond Bride’, the winning case study, was also the first ever Indian entry to be shortlisted.

The 2009 4A’s Jay Chiat Awards for Strategic Excellence were presented during Advertising Week, September 22, 2009, in New York.

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