“Only those who dare to fail greatly can ever achieve greatly.” - Robert F. Kennedy
Failure isn’t bad, it isn’t stopping your growth; it is failure that gives you the right perspective on success. It is a temporary detour, which is one step closer to success. Failure is a teacher and not a dead end.
Who would know this better than the YUWA (a not for profit organization that teaches girls to play football so that they are strong enough to take their own decisions and confident enough to face the world) girls? Coming all the way from the hinterland of Jharkhand, right now these tribal girls are representing India at this year’s Donosti Cup in Spain: the biggest youth football tournament in the world, fought aggressively by 25 countries. The YUWA girls are paving their path to glory with 500 of the best teams at the 25th edition of the tournament.
You may be wondering about their state of mind: are they afraid, are they feeling suppressed under such a high-pressure tournament? No! These girls come from a society that doesn’t allow them to take simple decisions in their life. And moreover these girls who are already champions have a history of surprising their critics and the cricket-loving nation.
In 2013, Yuwa India under-14, the all-girls team were placed third among 10 teams playing for the Gasteiz Cup in Victoria Gasteiz, Spain. Since then there has been no looking back.
But the Donosti Cup is a different level of tournament, played on an artificial turf, a big challenge for the girls to quickly adapt to and focus on the game as a team. While the fear of failure hasn’t stopped the girls in performing to their best, actor Ranbir Kapoor has been cheering aggressively for these girls.
Ranbir, who also happens to be the brand ambassador of Lenovo India, has come on board to cheer for the YUWA girls this time. The below video showcases how the girls are getting ready for the big game and Ranbir’s effort to support them who are the real fighters in life as well as on field.
Lenovo India, a brand that has been associated with the YUWA girls for some time now, also embeds “Fail Forward” as a brand philosophy. Through these set of films which are a part of the “Girls With Goals” digital only campaign, Lenovo is showcasing it’s philosophy of rising up and learning from failure ‘smartly’ – then moving forward.
The “Girls With Goals” campaign has been launched to raise awareness about YUWA and eventually drive corporate sponsorship for a new school at Hutup, Jharkhand.
Experience Commerce, Lenovo’s digital agency is documenting the inspiring journey of the girls from Jharkhand to Spain in real time. The digital storytelling effort started with the first video where we see Ranbir keenly listening to the stories of the YUWA girls. While the girls request him to join them in Spain, he is more interested in supporting, cheering and creating awareness about them.
With two more videos yet to be released, the third and latest video takes forward the story of the YUWA girls who had a bit of a disappointing start. But this is a story of heroes who aren’t afraid to fail. When these girls fall, they pick up, lick their wounds and move on. And that’s why they succeed. “Because failure is just their way to move forward,” Ranbir’s voiceover says in the video. The girls have already shown how they can overcome failure by a win in the next game.
Along with the video storytelling effort, more or less real time activity with footage and story created as the girls perform in Spain, Experience Commerce has started the #KickForABrick activity. With the hope of adding new bricks to the school, the online activity is asking you to kick a ball and share it on social media. But before that, you have to nominate your friends and keep the chain going to get more eyeballs.
There is also another activity that is urging people to share their success stories. The brand has promised to make #GirlsWithGoals posters for also those who inspire with their stories. A small gesture to celebrate life’s achievements like the brand is doing for YUWA girls.
Meanwhile on the fundraising for the new school either you can support Lenovo’s effort (Donate here) or else you can donate for Lighthouse Insights YUWA campaign (Donate here). We, in our personal capacity as a publisher, are also fundraising for the YUWA girls since they deserve a better school. (Read: [#FundRaising] Help Lighthouse Insights In Raising Funds For YUWA Girls Who Deserve A New School)
With a win and a little loss, YUWA girls are well balanced in the tournament and so is the campaign. With two more videos in the pipeline, we are quite excited to know about their journey, as well as the digital campaign.
P.S. Lighthouse Insights along with Experience Commerce will cover the campaign over the next two weeks bringing you all the digital dope. Do stay hooked!