Tuesday, February 7, 2023
HomeEducationPlum launches “Project Blackboard, an initiative to support girl child education

Plum launches “Project Blackboard, an initiative to support girl child education

The brand will collaborate with several NGOs for the initiative.

Plum is all set to roll out ‘Project Blackboard’ – an initiative to support girls’ education.

Nearly 40% of adolescent girls in India have no access to education. As a Result of this thought, the brand has unveiled a digital film, performed by Famous Innovations, in which Plum’s founder and CEO, Shankar Prasad, urges the public to take a step in the right direction today that can create a positive impact for generations to come.

As part of the initiative, the brand, along with brand ambassador Rashmika Mandanna, posted text on their social media handles for a day to show how little girls feel when they can’t read. Plum also enlisted Ananya Pandey and Mithila Palkar to mobilize even more support for the cause.

Shivani Behl, chief marketing officer of Plum, said of the initiative: “At Plum, we have always believed in goodness that gets results – whether through our effective products or through our innovative recycling initiatives. With Project Blackboard, we want to reinforce our intention to add value to people’s lives and especially to the girl child, who is the key to a happier future for all of us.The campaign aims to highlight the multiplier effect of education for girls and children and the simple joy of giving children learning at school.”

Echoing similar sentiments, Anvesha Sinha, account director of Famous Innovations – the agency behind the concept of the branded film, said: “What is a classroom without the chatter of its young students. That’s the spirit Plum wanted to bring to life with his new #ProjectBlackboard campaign and initiative. The campaign builds on the simple insight that if one girl goes to school, she inspires a hundred others.”

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The brand will collaborate with several NGOs for the initiative. The campaign is currently being launched with Save the Children, India’s leading independent children’s rights NGO, who have impacted the lives of more than 14 million children in 16 states since their inception. Under this initiative, every time a customer chooses a Plum product, a portion of the sales proceeds goes to education for girls.

To raise awareness for this cause, the brand has engaged in innovative and fun activities across various media touchpoints and also collaborated with various content platforms. Perhaps most tellingly, the brand sent PR kits to key opinion leaders and a host of influencers with the message, “This is NOT for you.” go to a little girl who needs it.



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