The Promise Card CampaignSub-Campaign: Mai Bhago Vidhya SchemeTarget Group: Girls and Women

The Promise Sticker Campaign

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ConceptBy taping on the aspirations and dreams of the target group (Girls and Women from rural areas) we comfort them and make them feel that they can also dream big like their counterparts in the city and public school with the support of such schemes from the government. This campaign will help them perceive the bicycle they receive as a strong symbol that empowers them and a constant reminder of the unparalleled support from the Government towards their ultimate goal.

Mai Bhago Kit for the beneficiaries o Promise Sticker o Inspirational letter from CM o Pamphlet with scheme details, celebrity endorse-ments and messages from the top leaders

Primary Communication

1. Hoardings o Ad Campaign (Beneficiaries and their promises along with their bicycles) o Celebrity Endorsement 2. Video (Internet/ TV) o Celebrity Endorsement for the promise card o Messages from the Leadership on Women Empowerment

3. Radio o Radio Ad Campaign (Beneficiaries and their promises followed by messages from the leadership on Women Empowerment.

Secondary Communication

o District/School level events by women’s wing for the beneficiaries and their family o Video-slides, Infographics, Digital Posters and Animated giffs o Short testimonial videos from the beneficiaries

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The Slogan

The Promise

The Logo

Mai Bhago Vidhya Scheme Kit - Rough design samples

These are sample designs to illustrate the concept

Pamphlet Sample

Concept for the letter from the Chief Minister

Concept for the promise Sticker

The Promise Card Campaign for Mai Bhago Vishya Scheme