The digital campaign is aimed at raising funds for sports equipment and educational resources for the young girls of YUWA, a football programme.
The FIFA Cup is the world's biggest sporting spectacle but Viber India urges its users to look closer home. Every user of Viber, the mobile app for free calls and text messages among Viber users gets an opportunity to support a unique football team, YUWA. The #VibeTheGoal initiative, conceptualised and executed by digital marketing agency FoxyMoron, promotes the use of Viber and also talks about YUWA's inspiring story.
There are over 19 million users of the internet messaging and VoIP (Voice over Internet Protocol) calling service application. Every conversation made through Viber India contributes to YUWA. The more one converses, the closer Viber gets to the goal of empowering the girl's football team.
Chatting with friends and family, sharing stickers and creating groups on Viber are ways of contributing. The meter on the microsite, www.vibethegoal.in displays the levels of contributions. A pass could mean that you have contributed to buying football shoes and socks for a year, an assist could mean a brand new football mini pitch for the girls and so on.
Users, fans and supporters can also directly contribute to the YUWA Foundation on the microsite. The funds raised will be used to empower the talented girls with world-class football equipment, a learning and excellence center, and their education as well.
Commenting on the initiative, Anubhav Nayyar, Country Head, India, Viber, says "Everyone can be a part of the conversation on Viber to support the team. Every message exchanged on Viber will go a long way in contributing towards uplifting the social and economic conditions for these girls who have earned great reputation for India at national and international levels.'
Franz Gastler, founder, YUWA India, comments, "Society teaches girls to fit in. YUWA coaches girls to stand out. In Jharkhand, 6 in 10 girls drop out of school and become child brides. YUWA is using football and education to combat child marriage, illiteracy and human trafficking. We are thrilled to join hands with Viber India to build support for YUWA's programmes and a centre of excellence to educate, nourish and sustain the girls of YUWA. Join the cause, make some noise!"
The video, which was published on June 17, has received over 3 Lakh views so far. Besides, Both Viber and YUWA are reaching out through social media to spread the word and drive views to the microsite. The #VibeTheGoal campaign has garnered 18.6 million impressions on Twitter with 24,300 tweets generated in support of the #VibeTheGoal initiative and close to 9.5 Lakh fans have engaged in the #VibeTheGoal conversation on Facebook.
Akshay Gurnani, Business Head - North, FoxyMoron, says "It is refreshing to see the potential of the digital medium in creating funding for talented young athletes who struggle with basic infrastructure and issues with the system they function in. Football has empowered these Jharkand girls to succeed and thrive despite all the hardships they have faced. The 'Vibe The Goal' initiative is a small step towards sharing their story and ensuring their talent makes successful appearances at various football tournaments in India and abroad."
As a football club, YUWA is one of the few teaching life skills, with a focus on positive coaching. Each YUWA girl spends an average of 3 hours daily with YUWA programmes, six days a week, all year round, which means nearly 1,000 hours each year.
On July 13 2013, the 18 tribal girls representing YUWA India Under-14 all-girls team were placed third among 10 teams playing for the Gasteiz Cup in Victoria Gasteiz in Spain. The girls, a majority of whom played outside their village in Ormanjhi for the first time were placed third after two wins, two losses, and one draw against international teams. Earlier during the Donosti Cup, Spain's biggest football tournament, the girls made it to quarter finals from among 36 international teams.