Aviva India collects around 9,50,000 books for underprivileged children
Aviva Great Wall of Education, launched last year as a part of the Street to School programme has collected around 9,50,000 books for underprivileged children this year.
The Aviva Great Wall of Education is a mega book donation drive, launched in Delhi last year, where people donate books for underprivileged children supported by our partner NGOs. This year, the bookwall expanded its footprint to three more cities, and managed to collect around 9,50,000 books to help thousands of underprivileged children, supported by our partner NGOs -Save the Children, Sarva Shiksha Abhiyan (government of West Bengal), Sarva Shiksha Abhiyan (government of Tamil Nadu), Sarva Shiksha Abhiyan (government of Maharashtra), CINI Asha, Vidyarambam and Khushii, come closer to education.
The journey of the Aviva Great Wall of Education began this year in Kolkata on September 1st. From there, it moved to Chennai on September 5th, then Delhi on November 11 and finally made a stop at Mumbai on December 2nd. Not only did the bookwall collect a large number of books from these cities, but touched the hearts of people wherever it went. While the people of Kolkata donated 4,50,000 books for underprivileged children, the people of Chennai came forward to donate 2,52,000 books. People from Delhi also contributed to the cause by donating 1,36,000 books – higher from the previous year’s figures, and Mumbai added 1,11,506 books to the bookwall.
Schoolchildren participated in large numbers in the drive through drop boxes placed in around 200 schools in each city. Drop boxes were also placed in corporates and residential apartments. Many individuals also come forward and donated books for the underprivileged children. Those, who did not have relevant books to donate brought books from our Book Store partners – Starmark and Landmark, at the venue.
The Aviva Great Wall of Education not only had the support of the people, but was also supported by the government agencies, celebrities and Aviva employees.
Several eminent people came to donate books and support the noble cause of moving children from street to school. Some of them were: MK Naraynan, Governor of West Bengal, actors like Mithun Chakraborty, Kamal Hassan, Deepika Padukone, Amrita Rao, cricketers like Kris Srikkant, musicians Sivamani, Shibani Kashyap and Kamal Sabri, and renowned authors like Advaita Kala, Anuja Chauhan and Meenakshi Madhavan Reddy.
Aviva employees also participated in large numbers, donating close to 40,000 books to the bookwall in all four cities.
This year, we partnered with the leading publications in each city – Telegraph in Kolkata, Hindu in Chennai and Hindustan Times in Delhi and Mumbai.
We received a phenomenal response on the digital arena, with more than 38257 followers on Facebook, 26,617 unique visits to the www.educationisinsurance microsite, 26 story driven posts on blogs, which had 1779 page views, 196 tweets and 980 followers.
The Aviva Great Wall of Education showcased that Aviva, as a brand is ‘Human’ to customers, is ‘Pride’ of employees, and is known to ‘Doing things differently’ to influencers. It has also won several awards this year – both externally and internally. Aviva India won the CMO Asia Award for Excellence in ‘Social Marketing’ for its exemplary work towards education of the underprivileged children through its initiative - Aviva Great Wall of Education under the Street to School programme. Aviva India also won the ‘Corporate Social Responsibility Award’ at the Asia Insurance Industry Awards 2010 for Street to School, for demonstrating how corporate social responsibility can be closely and successfully tied with business strategy. The Spikes Asia Awards 2010 appreciated the work done by Aviva India and BBDO India in the field and rewarded its efforts with a Gold. Aviva India was awarded a bronze Effie in the Financial Services Category for the Aviva Great Wall of Education. Internally, we received the Global CR award at the CR Summit in Turkey.
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