Partnered with YUWA, a non-profit organization that uses team sports to empower girls from rural India.
- Client: Lenovo
- Service: Lenovo Brand Communication and Technology Solutions
- Industry: FMCD
- Target Audience: CSR Campaign #WhenGirlsAreFree
Lenovo’s ‘Pitch To Her’ CSR campaign highlighted Jharkhand’s brightest girls by empowering them with innovative tech ideas, generating 7 million impressions and over 5000 pitches, and making a significant social impact.
Objective
To develop a cause marketing platform that highlighted the achievements of girls in Jharkhand and engaged innovative young minds to intern with YUWA, transforming their tech-driven ideas into impactful solutions.
Challenge
The challenge was to shift the perception of YUWA girls from being viewed through a lens of adversity to being celebrated for their exceptional achievements and potential.
Approach
The aim was to adopt technology to arrive at simple life hacks that empowered girls; this required ideas beyond the conventional ones. Socially conscious and aware youth were called out to #PitchToHer, a platform where they shared interesting tech-based ideas and hacks to help transform lives at YUWA.
The reward was a month-long internship at YUWA, during which they would help bring their ideas to life. On social media, we asked users to come up with things India could achieve, such as #WhenGirlsAreFree.
Outcome
The ‘Pitch To Her’ web asset became a hub of interesting ideas and
discussions. This theme
of digitally-empowered young women
resonated with the audience.
#WhenGirlsAreFree generated nearly
7 million impressions
on Twitter
Trended Nationally
for several hours on 14th and 15th August
Over 5000 pitches
came in, of which 1300+ were featured on the Pitch to Her site.
The top three got a chance to bring their ideas to life by working
with the YUWA team and
girls at Hutup, Jharkhand