1. Task Objective Cultural Tension Insight Big idea
1. HT decided that for 1. Build brand stature 1. Young India was 1. “I want to make a You Read, They Learn’
every single copy of HT for (HT) as “do-er” going through a change and be (YRTL)
read in Delhi- brand that went sea change. part of it, but my
NCR, Hindustan Times beyond the CSR There was a singular 1. We launched the
would contribute 5 convention of merely general unrest contribution will YRTL‘initiative by
paisa towards a child’s building awareness among the not make a including a ‘cut & keep’
education. about a problem ( in citizens, difference.” primary textbook in its
2. this case illiteracy) towards the Delhi-NCR edition.
To effectively utilize and instead lack of social 2. We noted that
these funds, HT actually send kids to infrastructure in while there was a 2. This translated into the
partnered with two of school. our society. sense of distribution of one
Delhi’s most respected awakening among million textbooks across
NGOs, Pratham Delhi 2. Drive salience of our 2. Programs like the people the National Capital
Education Initiative and initiative among not teach for India towards social Region in a single
Child Rights and You just our own readers, were gaining issues, their role morning. (Source: Limca
(CRY). but non-readers as huge was limited to Book of Records, 2013).
well. momentum. social
commentary. 3. Readers were asked to
3. In a country with over
3. Tangibly provide as cut the textbook out of
60 million uneducated
many 3. This was primarily their copy of Hindustan
children, we set
underprivileged because of the Times, staple it together
realistic goals, and
children as possible perception that and share it with an
prioritized impact over
with access to their singular uneducated child.
reach, limiting our
primary education action won’t make
initiative to Delhi-NCR 4. We activated YRTL in a
a difference. We
alone. number of different
decided to
address this by ways ranging from
giving them a puppet shows to book
purpose that donation drives. Our Bag
would lead to of Books activation
immediate alone collected over 1,