Masoom launches glow-at-night campaign

By Satrajit Sen , afaqs!, New Delhi | In Advertising
Published : January 16, 2014
The latest campaign from the NGO features special glow-in-the-dark creatives for outdoor, press ads and direct mailer initiatives.

Nights are no more for the owls. Ad campaigns that come to life at night have taken over, with Masoom, the night school NGO, launching a campaign that does not aim to see the light of the day. In fact, to see the campaign, one has to wait for the day to end.

Priti Nair

Conceptualised by Curry-Nation, the campaign features special glow-in-the-dark creatives for outdoor (poster), press ads and direct mailer initiatives. Masoom is an NGO that runs systematic and strategic planned programmes for the night schools that educate the underprivileged.

As mentors and donors are the backbone of any NGO, the task of the campaign was to get more mentors for Masoom. Curry-Nation thought of targeting production houses and the advertising fraternity.

The innovative creatives are made in such a way that during the day or when there is light, one can only see a blank poster. Post sunset, or when the lights are switched off, the poster glows, giving out the 'night-school' message in a simple yet innovative way.

Speaking about the idea behind the campaign, Priti Nair, founder, Curry-Nation, says, "I work closely with Masoom and understand their philosophy and what they are doing. Our attempt was two pronged. Having been in advertising for almost 23 years, I can touch my heart and say we are bleeding hearts who care for people who need something. Just that we get caught up and let it slip unless it is kind of pushed towards us. The attempt was to target this fraternity. First, to get volunteers for strategic education enhancement programmes. And, also to get Masoom to be known as an NGO doing something different."

These posters are strategically placed at different editing studios, production houses and presentation rooms, where darkness is one of the key elements. Another rendition of this was a direct mailer in the form of a calendar sent to prospective mentors. The poster campaign and the direct mailers use a simple printing technology of radium.

Through posters and direct mails, the NGO is targeting the advertising and production house people, while the print ads are open to people from Mumbai, as the NGO currently operates only with night schools of Mumbai.

"We feel that film production and advertising professionals are the people who have the money and the desire to support. But we often get a little laid back in our every day work lives. All we need is a little push. These posters act as reminders," adds Nair.

Nikita Ketkar, founder and CEO, Masoom, says, "Normally NGO ads or fund raising communication is straight and to the point. Curry-Nation's idea of glow-in-the-dark posters has given it an innovative approach, making the 'Night School Point' loud and clear."

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