The Akshaya Patra
Foundation is an
NGO running the world largest mid-day meal programme. It caters to more than
1.4 million children in 10,845 govt. and govt. aided schools. It operates in 24
locations across 10 states in India. So, such an ever expanding organisation
has to evolve constantly with the trends of how it communicates with its
stakeholders, trustees, donors, beneficiaries, volunteers and well-wishers.
Here is how we move forward. We’ll move
to integrate content excellence with creative brilliance The purpose is
to create ideas so effective which cross over different barriers that result
in: Content that is meaningful
and motivates relevant audiences, Content that drives business and marketing
goals.
These ideas cater to organisation’s interests,
Stakeholders’ interests as
well as Public interest. Akshaya Patra stories
tell about the foundation’s progress, development, activities, beneficiaries
and more. And through the stories we share, we’ll provoke conversations that
fuel action and reaction throughout the year.
To do the above it requires a plan that
includes scope of activities, key deliverables and outcomes before getting
started. We need to develop elements of an idea that get dispersed
systematically across multiple channels of conversation for the purpose of
creating a unified and coordinated experience using a system wise storytelling
approach.
Our stories should show commitment to our cause.
As it’s a huge creative opportunity we have to partner with the teams to decide
what inspirations we need to push and what stories we share. The right story
about Akshaya Patra will
always give the right message and eventually earn the right reaction.
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