1. The Promise Card Campaign
Sub-Campaign: Mai Bhago Vidhya Scheme
Target Group: Girls and Women
2. The Promise Sticker Campaign
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Concept
By taping on the aspirations and dreams of the target group
(Girls and Women from rural areas) we comfort them and make
them feel that they can also dream big like their counterparts in
the city and public school with the support of such schemes
from the government. This campaign will help them perceive
the bicycle they receive as a strong symbol that empowers
them and a constant reminder of the unparalleled support from
the Government towards their ultimate goal.
Mai Bhago Kit for the beneficiaries
o Promise Sticker
o Inspirational letter from CM
o Pamphlet with scheme details, celebrity endorse-
ments and messages from the top leaders
Primary Communication
1. Hoardings
o Ad Campaign (Beneficiaries and their promises
along with their bicycles)
o Celebrity Endorsement
2. Video (Internet/ TV)
o Celebrity Endorsement for the promise card
o Messages from the Leadership on Women
Empowerment
3. Radio
o Radio Ad Campaign (Beneficiaries and their
promises followed by messages from the leadership on Women
Empowerment.
Secondary Communication
o District/School level events by women’s wing for
the beneficiaries and their family
o Video-slides, Infographics, Digital Posters and
Animated giffs
o Short testimonial videos from the beneficiaries
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The Slogan
The Promise
The Logo
3. Mai Bhago Vidhya Scheme Kit - Rough design samples
These are sample designs to illustrate the concept
Pamphlet Sample
Concept for the letter from the Chief Minister
Concept for the promise Sticker
