SOCIAL RESPONSIBILITY FORUM, NMIMS Mumbai Presents

For more details, visit: srfnmims.org

Contacts
+91-8879003345 nithish.s@nmims.edu.in

Nithish S

+91-9920141331 diwakar.chauhan@nmims.edu.in

Diwakar Chauhan

+91-9538856017 arjun.narang@nmims.edu.in

Arjun Narang

The Girl Child in India:
The sex ratio in India stands at 914 females to 1000 males. What is perhaps even scarier than this number is that the ratio has actually fallen from 927 in the last ten years. The nation’s girls are indeed at risk and the subject of neglect and discrimination. Millions of girl children in India face challenges every step of the way and many of their rights are not upheld be it – health, nutrition, education, protection or simply a space to be heard. Communities in India are still largely patriarchal and girls always end up taking the second place to the male members in their families. The female literacy rate for women in the country which hovers around 65% as compared to the male literacy rate which is over 80% - is a direct reflection of this situation. Lack of proper health care and immunizations, malnourishment, child labor, no access to education, early marriages leading to early pregnancies and health issues and a total lack of voice or opinion on their own lives– are some of the many issues that girls in India face today.

Campaign requirement:
While CRY has always worked with children as a whole, the girl child given her special vulnerable status has always received extra attention within this structure. Over the months of April–June, however CRY is looking at running a campaign which would specifically bring to fore the issues the girl child faces and generate funds for the same.

Problem Statement:
‘Champion a fundraising campaign for cause of the girl child amongst youth from mini-metros with limited resources.’
In the movement to change the lives of the girl child, CRY intends to target the people in the age group 25-35, residing in mini-metros of India (For Example: Pune, Nagpur, Ahmedabad, Hyderabad etc.) for them to generate funds that support CRY’s work within limited resources.

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The target age group of 25-35 has been selected based on the following criteria: 1) CRY experience shows that this age group has been most active over the past few years in terms of people’s engagement for a cause through volunteering for a campaign especially online 2) The brand recall of CRY is strong but its presence in mini-metros is limited due to lack of people resources 3) This is the age group which is at an inflection point of their careers and life and so they start to consider giving for cause when approached 4) The potential of working for a cause in mini-metros is high, yet presence of people resources to fundraise in these cities is negligible and there is need to consider alternative ways of reaching to more people and fundraising

Keeping in mind the above points, following are the main focus areas:1) Device a compelling marketing campaign for supporting the cause (The Rights of a Girl Child) with CRY 2) Uphold the brand’s strong association with the Target Group by suggesting engaging campaign options 3) Suggest innovative product options(CRY World) for helping CRY to support its projects across India[Visit http://www.cry.org/about-cry/people/cry-world.html for more details regarding CRY World] 4) Efficacy of the campaign would be in terms of the following (i) Funds raised (ii) Number of donors generated (iii) Reach multipliers achieved

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Background: Child Rights and You - A Profile
In 1979, 25 year-old Rippan Kapur, along with 6 like-minded friends, pooled together Rs. 50 and the strength of their belief that every individual has the potential and power to make a difference in the lives of children…and thus CRY was born. Rippan’s vision for CRY was for it to be a catalyst or a facilitator, and not an implementing organization. He believed that there is lot of goodness that exists within people – that everyone cares and is sensitive towards the situation, but they need to find a way to take responsibility and contribute to change. He believed that CRY could play a role of providing them with avenues for participation within the context of their lives and link them with people or organizations that are working towards change. CRY therefore acts as ‘a link’ between organizations and individuals that need resources, and people who want to help. CRY does not run its own projects for children or communities, but supports organizations that do. CRY channels the concern, goodwill, time, money and skills of thousands of individuals and organizations towards these child development initiatives run by committed social workers. CRY believes that an empowered community will be able to sustain and take the movement to a higher level. CRY tries hard not to build dependencies among project partners and the communities. Emphasis is on enabling them to decide their own future. CRY addresses children’s rights and issues such as child labor, disability, sexual abuse, gender discrimination, institutionalization and abandonment holistically. The solutions to these issues lie not just in direct interventions with the child but beyond as well – in its immediate environment; in the socio-political structures and processes that affect the environment. Therefore, our focus is on direct action with children, community mobilization efforts and activities towards influencing macro structures. In short, CRY is a people's movement to free every deprived Indian child. In 35 years, CRY has been built person by person, brick by brick, rupee by rupee, to a movement that is Indian in resources, energy and heart. From one man, 30,000 cards and one project partner in 1979, CRY has mobilized over 300,000 donors and volunteers; 180 supported project partners (grassroots NGO) across 23 states in India to join this movement of hope and thus impacting the lives of over 1.5 million children.

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Format and Deliverables: Round 1
1) Based on your understanding of the issue and market research findings summarize your solution for the problem statement 2) The submission should be in the form of a PowerPoint presentation not exceeding 7 slides (Excluding the cover slide and ‘Thank you’ slide) 3) The PPT (In .ppt or .pptx form) should be labelled in the format “Samadhaan15___Round1”. The starting slide of the PPT should contain the team name and member details 4) Submissions will have to be mailed to srf@nmims.org, with the subject line “Samadhaan15___Round1”

Final Round
Based on your submissions, the top 6 teams will be shortlisted and invited to NMIMS, Mumbai campus to make a detailed presentation to delegates from CRY during “Sadbhavna’15” (13th – 15th March, 2015).The presentation in the final round should not exceed 10 slides (Excluding the cover slide and ‘Thank you’ slide). Exact date and other details of the final round will be communicated to the finalists in due course.

Evaluation Criteria:
1) 2) 3) 4) 5) Your understanding of the issue of Rights of a girl child The insights from your market research The structure, feasibility, innovation and practicability of your recommendations Adequate communication strategy and the related expenses The efficacy of the campaign as described above under the main focus areas

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Rules and regulations:
1) The event is open to the students from all B-schools across India 2) Teams should comprise minimum 2 and maximum 3 members 3) All the members of the team should be from same college. No member can be a part of more than one team 4) Each team will be permitted to submit only one entry in the competition 5) There is no restriction on the number of entries allowed per institute 6) The decisions of the organizers of the contest and the judges will be final and binding on the all the participants 7) The format and structure may change subject to the requirement of the event 8) There must be strictly no plagiarism / IPR infringements in the submissions. On discovery of such infringements, the respective team(s) will be disqualified with immediate effect

Important Dates:
Case Study Launch: Last date for registration: Round 1 submission deadline: Declaration of short-listed teams: On-Campus presentation: 18th Feb, 2015 26th Feb, 2015 26th Feb, 2015 2nd Mar, 2015 14th Mar, 2015 00:00:00hrs 23:59:59hrs 23:59:59hrs 23:59:59hrs 13:00:00hrs

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