The activation, which began on July 1, will end on Teacher's Day on September 5.
In the first phase of the activation, which began the day after schools reopened after summer vacation, all the teachers were asked to leave a thumbprint on a big poster that honoured teachers and teaching. This was followed by a special SMS service, wherein a new message was sent to the mobile phones of all teachers every morning at about 7:30 am, before they began their day.
Next, all teachers were photographed by professional photographers and each photograph captured a special expression of each teacher. From September 1 onwards, big banners featuring a life-size photograph of each teacher were hung on the corridors of every school.
Also, as a part of the activation, teachers will be given a personalised book that salutes the good work done so far and urges them to keep up the good work, and a personalised mug with the message, 'I have the touch'.
Furthermore, the agency has created a Facebook page, 'Teachers Touch' (facebook.com/teacherstouch), which extends the campaign on the social media platform to spread the message to other schools as well. Already, the page has gathered 4,500 Likes, created conversations between 4,800 people and the viral message has reached 11 lakh people in Delhi and National Capital Region (NCR). The Facebook page also carries personal tributes to teachers from various people.