CARE India to change India

The awareness campaigns, was recently launched widely via social media channels and supported by a digital push through paid and owned media.

CARE India, an NGO that been working in India for over 60 years, focusing on ending poverty and social injustice, has recently launched a series of digital campaigns aimed at generating sustained awareness at a national level to propel supporters to be the agents of change in the country.

Conceptualised by MagnonTBWA, the 'CARE India, Change India', awareness campaigns, was recently launched widely via social media channels and supported by a digital push through paid and owned media.

The campaign, which comprises of a set of online videos, serves as a catalyst to help transform the lives of women in both, rural and urban areas with the goal of growing CARE India's supporter base that will provide their time, effort and resources to the cause.

'She Means Business', another targeted campaign in the series, highlights the concerns around gender equality in both the domestic and business environment.

The multi-platform, digital campaign developed by MagnonTBWA will build momentum by steering supporters and donors towards a sustained commitment to the cause. On Facebook, Twitter and YouTube, users can hashtag 'IAmCommitted' to show their support and commit regular donations each month to help bring about a positive change.

Commenting on the campaign, Kaushik Mitra, head, marketing and communications, CARE India, says, "CARE has been working in India for more than 60 years in the fields of education, maternal and child health, livelihoods and disaster preparedness and response. It is important for us to build awareness, recognition and preference among a variety of audiences, especially for the youth who will lead the charge for tomorrow's social change. Digital and social channels are therefore critical to connect and engage. Our partner, Magnon/TBWA, is helping us to successfully achieve our cause."

"We truly believe that each individual has the capacity to contribute and play a major role in building a more socially secure, resilient and cohesive environment for women. True to our value proposition, our team of creative designers, social media experts, and media planners are successfully seeding a wave of change and driving momentum across the nation," comments Vineet Bajpai, CEO of TBWAGroup India.