Mentor Me India

Campaign design & strategy

Mentor Me India (MMI) is a non-profit organization that runs a mentoring program for children from low-income communities. They were seeking volunteers to sign up as Mentors for their program, and needed an advertising campaign and marketing strategy that resonated with potential mentors across the city to inspire them to sign up.

We created a campaign based on our understanding of the target audience, as discovered through our research exercise. Our audience was keen to contribute, but intimidated or confused by what it means to mentor. Our solution simplified the idea through a “Mentoring is..” campaign that showed people what it entails, with visuals that spoke to their emotion and desire to give back. The tagline “Little things bring big change” also played to the dual message of simplifying mentoring, but also highlighting the impact that it can make.

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