Nanhi Kali Takes Innovative Online Route To Advertising
Nanhi Kali, a non-profit project managed jointly by the KC Mahindra Education Trust and the Naandi Foundation to help underprivileged girls in India complete their primary education, has moved away from using print, posters and cinema advertising, and has opted to develop a virtual guide at GirlSmiles.org to create awareness about Nanhi Kali and build a community of individuals who want to be affiliated with the project.
As AgencyFaqs notes - the site is different in the sense that the organisation is not feeding any information to it on its own; instead, it is directing individuals to various social media sites that carry information related to the project.
The link, for instance opens as with a layer displaying an image of a girl named Shreya and subsequent links open on the parent page itself, with the guide, Shreya, still on the top of the page.
According to Scott Goodson, founder and chief creative officer of Strawberry Frog which developed the website, “Instead of a complex, expensive website, we spent our time using the technology that already exists on the web and spent our money on developing ‘Shreya’ as a human evolution of the Internet.”
Filed under: Ideas & Innovations, Website Alert