The Generation that could save us
2020 Finalist

The Generation that could save us

Jagran Prakashan Ltd

New Delhi, India

Category Culture and People

Media associated with this campaign

Overview of this campaign

“The eyes of all future generations are upon you….Right here, right now is where we draw the line”- thundered Greta Thunberg.
This is the generation that can look at the world and its problems and believe they can solve them. It’s a generation that doesn’t freeze in the face of overwhelming stress. No, our children are not in a crisis – maybe, this could be the generation that saves the planet.
Be it, the 13-year old Canadian water activist Autumn Peltier who told the UN it was time to “warrior up”, or the 17-year old Malala Yousafzai, who secured education for girls in Pakistan, or the 7-year old Bana Alabed who drew attention to the plight of children in conflict zones, or the 13-year old Alexandria Villasenor a climate change activist – all these children remind us that our next generation is more self-aware, compassionate and committed.
This might just be our best hope for the future.
This generation is upfront about their responses to an adult world they reject. As they chart their own course making sense of the world, they are inventing their systems of codes, values and mores in the process.
As media, we could accelerate this mood by reminding young people about what they could achieve, what they should care about, and just make them realize their incredible power. It was time we played our part in inspiring the next generation of leaders, activists and citizens.
This was Sanskarshala - our campaign to inspire children to expand their circle of concern, to view the world from a new perspective, and realize their incredible power to usher change.
- Create newspaper content that strikes conversations with children on modern value systems
- To highlight 'intrinsic' values which underpin increased social and environmental concern, and motivate children to act in line with this concern
- Position Dainik Jagran as a newspaper that steers public towards socially desirable goals

Results for this campaign

The campaign aimed at “Total Immersion”:

- READ: 1093 stories of Value -based Editorial content were printed on specific topics like Water conservation, Responsible use of technology, Sensitivity to animals, etc
- WATCH: 9 animation films conveyed the story to children. Special screenings in schools done for 3,00,000 children.
- LISTEN : All stories were converted into audio stories
- DEBATE : 1410 students of 521 schools participated in 649 debates in 2 weeks across 30 cities - arguably the largest debate ever held in the country on moral dilemmas
- LIVE: 1154 school morning assemblies converted to Sanskarshala assemblies where the newspaper stories were read and children enacted the stories. We inspired 8,73,914 students
- INSTITUTIONALIZE: Several schools incorporated Sanskarshala content into their curriculum. The stories became comprehension passages in language classes - newspaper content made it to the class notebooks of children. Students also submitted 480 projects on themes ranging from water conservation to climate change
- INSPIRE : 270 children took up Peer-to-peer education projects and relayed the Sanskarshala content to 30,996 underprivileged children
- EMPATHY : The stories were taken to 3514 specially-abled kids across 204 schools
- EXPERTISE: 105,950 children attended 400 workshops and webinars conducted by experts
- CURATE: We created a comic book with the stories. 7560 comic books were placed in over 1000 school libraries potentially reaching 1.1mn children.
- COLLABORATE : School principals brainstormed to finalize Sanskarshala content.

- 2 mn children participated directly
- Campaign reached 70mn readers of Dainik Jagran.
- Digital Reach of 9.7mn
- Video view over 1mn on Facebook and Youtube
- Animation Films shared in 727 hyper local Whatsapp groups of students, parents, teachers


• Strong Brand Parameters : Dainik Jagran was highest on Brand Awareness, Satisfaction, Preference, Recommendation & Intention to Read
• Brand Imagery: We scored the highest on parameters of Youthfulness, Trust, Innovativeness, Seriousness, Helping people become better citizens, and the newspaper readers looked forward to.

Source : Brand Research , Dec 2019


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