Education, one of the important elements in uplifting a nation, is in a dismal state in Pakistan. Today, 37 percent of the Pakistani Children of school going age are outside of school, either selling balloons on the streets or begging. This abysmal educational situation needs to be improved, and thus requires strenuous efforts from all segments of our society.
In this light, Adamjee Life’s #Nigehbaan Campaign has emerged to take up the reins of this problem. While CSR activities have long been part of the corporate world, #Nigehbaan stand out on its own because of its simplicity, and execution.
#Nigehbaan is a platform under the umbrella of Adamjee Life’s CSR Activities. #Nigehbaan is all about raising awareness of the prevailing issue of illiteracy, and engaging people in contributing towards this noble cause.
Through #Nigehbaan Adamjee Life has tried to reach all market segments through a series of interactive marketing campaigns. The campaign comprises of series of market activations, digital and print media activities. The BTL activities are ongoing having started from Karachi, Lucky One Mall, on the 30th and 31st May, 2019. AI technology screens were placed at the Mall, depicting the images of underprivileged children, deprived of the basic right of education. The gist of this campaign was to ask people to erase illiteracy by erasing the screens with simple swipes. Upon erasing it, the screen transformed the same child holding books and dressed up in a uniform, going to school.
The mechanism behind this activity is that for every erase, Adamjee Life will make a contribution to its platform, ‘Nigehbaan Funds’. The proceeds gathered from this will be used in providing schools and children with basic educational facilities throughout the country. Adamjee life, in order to achieve its purpose of playing its part in eradicating illiteracy, will try to reach masses through series of activations in different cities of Pakistan to tell people about #Nigehbaan and how they can be a part of this noble cause.
Adamjee Life #Nigehbaan exhibits how easy it can be to play your part in order to eradicate illiteracy from Pakistan. It shows how a simple step can be instrumental in providing a child with education.
Initiatives like #Nigehbaan provide the public with a sense of actualization and achievement in having played their part for a noble cause.
This positive initiative of Adamjee Life will champion the cause for a brighter future for the children of Pakistan. We hope that it translates into action from other segments of society as education is one of the most neglected areas that can surely benefit our motherland in many positive ways.