THE GREAT WALL OF EDUCATION

[Ground Activation for Aviva Insurance]

Accolades - TVE Corporate Sustainability Award at BAFTA | Spike Asia 2010, Gold |

CRY Child Rights Champion Award | The Work | Effie Awards 2010, 2 Bronze | 

'Out-of-the-box PR Idea' Award | POD Proximity Awards for best Integrated Campaign, Gold

THE BRIEF

Help educate street children through the Aviva Street to School Program.

STRATEGY

Every one has old books that they never use. We wanted to urge them to put those old books to good use - for empowering a street child
with education.

CREATIVE EXECUTION

Aviva's platform in india is 'Education is Insurance'.
And with its Street to School Program, Aviva helps guarantee it to every street child. Which is why we decided to build a great wall not with bricks, but with books. And a book is the greatest symbol of education.

The solution was to get people to build a monument, made out of the books they donated. We asked people not for their money, but one single old book that they could spare. These books would then be distributed to NGOs that conduct primary education classes for street children. We expected around 50,000 people to donate books over this 5 day activity.

Commercial inviting donations

RESULT

The Great Wall of Education is the largest book wall ever made anywhere in the world. In 5 days, the monument stood tall with over 130,000 books, donated by over 100,000 Indians. These books were used to educate over 170,000 underprivileged children. The activity generated a total PR of over 15 million Rupees with articles, TV news coverage, blogs, tweets, Facebook groups. The Ministry of Education, Govt. of India acknowledged Aviva's contribution to this cause and the Education Minister of India visited the site himself and offered them support in future endeavours.