Last year OMRON India, a world leader in industrial automation had launched a beautiful CSR initiative by way of which it could build the country’s largest audio library of poems for the visually impaired. Conceptualized and created by McCann Health India, in association with National Association of the Blind (NAB), Delhi, the initiative ‘Your Voice, Their World’ was a one-of-its kind online initiative.
One needed to read a poem from the available database or submit one of their own, though a specially designed site that recorded it. Interestingly, the first poem was submitted by OMRON’s brand ambassador Farhan Akhtar who lent his voice to a beautiful poem written by Prasoon Joshi, lyricist and Chairman, CEO and Chief Creative Officer, McCANN Worldgroup India and South Asia.
The initiative saw the likes of Anupam Kher, Atif Aslam, Sona Mahopatra, Rahul Bose and more record poems on the site. It won McCann a coveted bronze CLIO award and a silver EFFIE award.
With a view to boost participation through social media, users were asked to share their poems and earn ‘likes’ for a chance to meet Farhan. But, this year McCann Health has added an interesting twist.
It has roped in ecommerce major eBay India to add value to a user’s poem contribution. For every day of the campaign, the first 125 submissions would win a Rs. 400 voucher from eBay, using which they can shop on the platform. In other words, they can pay with their voice, leading to the name of the campaign ‘#PayWithYourVoice’. To participate, one can select from a vast collection of pre-recorded poems or choose one from their own collection and record it online at www.yourvoicetheirworld.com.
The week-long campaign began on October 5 with a punny take on beloved poets and a connect to online shopping. Rabindranath Tagore became Rabindranath Tag Heuer, while Lord Byron became Lord Buy-And-Run. Both brands have been sharing interesting visuals on social media – classic poems, puns, the incentives.
— Omron India (@OmronIndia) October 5, 2015
— Omron India (@OmronIndia) October 10, 2015
Over 3 thousand poems have been donated for the initiative so far. Dia Mirza, Juhi Chawla, Atif Aslam, Anupam Kher, Sona Mahapatra, Rahul Bose, Amrita Puri, Rohan Joshi and many more celebrities have also recorded poems.
Engaging. Incentivized. Social good
#PayWithYourVoice is a win-win of a corporate social responsibility campaign, one which is beneficial to all parties involved. While Omron establishes itself as the company that supports the visually impaired through technology, eBay grows its sales with these ‘poetry’ vouchers, users get shopping vouchers in return for their poems, and the library for the visually impaired grows further.
In its third edition, the CSR initiative has not only evolved but also ensured users connect with the spirit of the campaign. Making puns on poets along with the shopping vouchers has added fun to the ‘social good’ factor. Besides, the inclusion of celebrity poems helps spreading the word.