Bridging the gap

Umeed 1000, the CSR initiative of RBL Bank, became a joint venture between the Bank and LifeCykul, an app that monitors the fitness journey of its users. Through this collaboration, one could walk, run or cycle to cover a certain distance of kilometres which would then be converted into monetary value and then donated towards the development of the schools adopted by the Brand. Indians united for this cause and walked, ran and cycled to bring children closer to school.

Reaching closer to school

To paint the larger picture in the minds of people so they join the cause, we needed to engage with the true problem statement of this campaign. This exercise led to creating a full fledged digital campaign revolving around the thought ‘When Edu meets You, we’re closer to school’. Through this line, the campaign not only directed more participants in the movement but also created momentum. Participants covered a distance of 1,14,289 kms, all to bring marginalised children closer to education.