Social media has wonderful potential. All it took to complete Tata Capital’s Half Stories of the Manali school is 24 hours and a single individual who donated the full amount. The classrooms are now equipped with the required ten heaters to keep the children warm.
As part of the second phase of its ‘Do right’ initiative, where the brand walks the talk by doing right in partnership with a global NGO, United Way of Mumbai, Half Stories seeks to identify unique stories of courage, perseverance and survival from the remotest corners of our country and complete them with happy endings with the help of social media. The journey of ‘Doing Right’ commenced from Dharamshala in Himachal Pradesh and will continue to Guwahati in Assam.
The team had recently identified a Half Story at the Himalayan Buddhist Culture School in Batahar Bihal which is approximately 15 kms away from Manali. The boarding school that houses little kids from far-off places like Zanskar, Spiti, Lahaul, Leh and Pangi, requires them to hike for over four days to reach there with their parents. Located at an altitude of 10,000 feet above sea level, the biting cold makes it fiercely difficult for the children to study. Now with winter setting in, the mountains surrounding the school will be covered in more than 3 feet of snow.
To help survive the winter, the school was short of 10 heaters for its classrooms summing up to a total of Rs. 16,000. Their Half Story was shared across social media using pictures and videos while asking people to share or donate for the cause. The school received Rs. 19,860 within a day and the Do Righters team along with the school’s principal Palki Thakur could buy the heaters right away!
Here’s a video sharing their challenge and now gratitude:
Reaching out via social media
The ‘Do Right’ journey is being shared on the Do Right website as well as the Facebook and Twitter pages of the initiative. The Facebook page which has more than 215K fans has now updated its cover photo announcing the completion of the children’s half story. The wall updates have been sharing the latest on the entire journey till date with the help of interesting visuals and experiences with the local people.
Following the quick help for buying heaters, an interesting photograph showed a visibly happy Principal retuning to the school with the heaters loaded in her car.
Social media can help script a good story with the help of photographs and videos. And while at that, the medium can also help reach out to the social connections in a network to help spread a message. And we see this being executed successfully in Half Stories. Sharing the progress of the journey on both Facebook and Twitter, along with video stories have helped create a good storytelling approach for Half Stories.
With Do Right, Tata Capital has built a platform that not only enables people to make a difference but also give the brand some positive leverage that strengthens its promise – We only do what’s right for you. It is good to see a brand speaking through its actions.
Stay tuned as we bring you more half stories as the team continues along its journey of doing right to Rishikesh.