A common thread ties up childhood, paper boats and schooling. But, that’s true only for a fortunate few. Now a traditional drinks brand has brought the three together for its cause campaign aimed to help educate needy children.
Paper Boat, the company that makes drinks you usually have at home like aam panna, golgappe ka pani, jamun kala khatta and kokum, wants you to take a trip down memory lane and float a paper boat this monsoon. The campaign titled #FloatABoat is inviting people to share the pictures of the paper boats they make on social media along with the campaign hashtag. For every paper boat image that is shared on any social network, the brand will donate Rs. 20 towards children’s education.
For #FloatABoat, Paper Boat has teamed up with Parivaar, a West Bengal-based humanitarian service organization that works for the holistic development of less fortunate children like orphans, girl-children, children from tribal areas. The Paper Boat donations will towards the Parivaar Ashram that currently houses 805 children.
A microsite encapsulates all the paper boats shared on social networks, along with steps to be a part of the cause. You can also upload your image at the microsite. Presently, a total of 231 boats have been uploaded onto the site.
The brand’s agency Karishma Lintas has also released a film that will make you want to get a nice piece of paper and make a paper boat right away. A parent-teacher meeting unlike any other, had all the parents sitting at the desks in a classroom while the teacher tells them to make a paper boat. Only a few could remember the right folds and managed to make boats, while others then needed to take help from their children.
Social networks do reflect user response to the campaign. While the brand’s social media pages are inviting people to be a part of the campaign, #floataboat has caused many timelines to be jammed with paper boats.
— Paper Boat (@paperboatdrinks) July 10, 2015
— Paper Boat (@paperboatdrinks) July 12, 2015
— Amulya (@amulyashruthi) July 10, 2015
— sanjeev kotnala (@S_kotnala) July 12, 2015
In the second leg of the campaign, a letter will be delivered to customers who are making a purchase of the product through Amazon and Paytm. This letter would educate the reader about the cause and also give them a playful reason to make a paper boat.
Timely. Engaging. Memorable.
#FloatABoat has the right blend of a cause campaign, one that will not only help establish Paper Boat’s brand proposition of ‘Drinks & Memories’, but also bring back childhood to those from whom it had been snatched.
The integration of social networks has enabled the brand to get its fans and consumers involved in a good cause, in a fun way. Making paper boats is a win-win for the brand as well as consumers. Some consumer engagement with positive brand building, this monsoon!
For those of us who’ve forgotten how to make a paper boat, the kind folks at Paper Boat have got this smart kid to show us how to turn a piece of paper into a paper boat: