What started as an initiative has turned into a festival of celebration that thanks teachers, who play a vital role in the lives of all children. Conceptualised by Out of the Box and called Teacher's Touch, the two-month long activation has been launched across 50 branches of Mother's Pride and Presidium schools, as an effort to thank over 2500 teachers for years of selfless dedication.
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'.
Explaining the concept, Viral Pandya, chief creative officer, Out of the Box, says, "Chances are you are more familiar with your previous employer, your grocer or your newspaper delivery boy than your teacher. How many of us keep in touch with our teachers? The brief given to us was to elevate the status of teachers - not just the teachers of Presidium and Mother's Pride, but all teachers. They are the unsung heroes who ought to receive far more respect."
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.Have a look at the winning agencies' work portfolio for Digital Agency Awards 2014. Major stories over the last 30 days