ActionAid India Society kick-starts ‘Page Three’ ad campaign

NEW DELHI: This is an initiative that aims at making affluent Indians more aware of the needs of the poor and society. ActionAid India, which has been working for the betterment of marginalised groups in the country has announced the launch of a Page Three ad campaign.

The campaign, initiated for the first time in the country, attempts to sensitise the Page Three class who live a cocooned and easy life oblivious of societal concern. Most specifically, those amongst them who still retain some sensitivity but are trapped by all forms of consumerism and sometimes, feel guilty about it.

The Page Three culture in newspapers is an expression of a section of society that gets drawn to non-serious and trivial issue. The campaign aims to draw strong contrasts between the dichotomous sections of the society and leaves the reader with an impression of the reality that exists outside the Page three. In fact, using Page Three both physically and metaphysically seemed to be an exciting strategic and creative possibility an official release informs.

The release adds that metaphorically, Page Three stands for things diametrically opposite to Action Aid’s philosophy and concerns that actually need everybody’s attention. So placing these serious issues in that context of the Page Three would hopefully drive home the irony that the campaign wishes to bring to people’s notice - the social apathy towards important issues and the mindless consumption of banal triviality.

ActionAid India has introduced an innovative fundraising product Karm Mitra. This is a unique form of ‘Donor Loyalty‘ programme for the people who are ready to share a minor part of their income and in return can avail of many benefits. Karm Mitra denotes ‘Friends-in-Action’ which is identical with the ideology of teaming like-minded members of the society on one platform to create a better world. Based on the philosophy that when people do good they should get good things in return, Karm Mitra is a first of its kind worldwide in terms of its packaging and marketing strategy.

ActionAid India is a development organisation working with the most poor and marginalised communities, in partnership with the communities themselves, and their organizations, Non Government Organisations (NGOs) and the government. It seeks to address the denial of basic rights of poor and marginalised women, men boys and girls and support creation and restoration of such rights. It is working in over 20 states since 1972 in partnership with over 300 voluntary organisations.

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