MUMBAI: With FIFA fever gripping the world, Viber India has initiated a corporate social responsibility (CSR) activity to support a home grown football team.
Every conversation made through Viber India contributes to the campaign titled ‘Vibe The Goal’ that will support the girls of the YUWA football team in Jharkand.
Founded in 2009, Yuwa is a girls’ football programs in India, with 250 players. The Yuwa Foundation uses football as a platform to combat child marriage and human trafficking in the poorest of communities in Jharkhand.
Through this activity Viber is giving its users a change to be a part of a movement to ensure there are football equipments and education facilities for these girls who have succeeded at the national and international levels.
The campaign is conceptualised and executed by FoxyMoron.
“Viber India aimed to engage with their target audience interested in football. The idea is to leverage the football madness that has taken over everyone. With India nowhere close to participating in the World Cup, it only seemed fitting to have the youth identify with an Indian team through an emotional yet inspiring message,” said FoxyMoron business head – north Akshay Gurnani.
The inspiring story of girls of the YUWA football is encapsulated in a short digital film. The campaign was launched on 17 June. The film has received over 2.9 Lakh views., so far.
The campaigned has garnered 18.6 million impressions on Twitter with 24,300 tweets generated in support of the #VibeTheGoal initiative and close to 9.5 lakh fans have engaged on Facebook.
“Viber is proud to partner with YUWA team. Through our association with YUWA we are aiming to generate maximum awareness about the NGO which has championed the social cause of combating issues such as child marriage and human trafficking in India. Everyone can be a part of the conversation on Viber to support the team. Every message exchanged on Viber will go a long way in contributing towards uplifting the social and economic conditions for these girls who have earned great reputation for India at national and international levels,” mentioned Viber country head Anubhav Nayyar.
Through every conversation happening on Viber various monetary levels of contributions will be displayed on a meter on the campaign microsite which is also an aggregator of the support the girls are receiving.
YUWA India founder Franz Gastler said, “Society teaches girls to fit in. Yuwa coaches girls to stand out. In Jharkhand, 6 in 10 girls drop out of school and become child brides. Yuwa is using football and education to combat child marriage, illiteracy and human trafficking. We are thrilled to join hands with Viber India to build support for Yuwa's programs and a center of excellence to educate, nourish and sustain the girls of Yuwa. Join the cause, make some noise.”