ABOUT

Brief Explanation Our aim for the ‘D2A’ platform was to demonstrate how the brand enables people to access advancement in life without barriers and in doing so inspire and bring like-minded people together online to pursue their dreams for social good. Women in India, especially rural India, are responsible for daily domestic chores like cooking, cleaning, washing, fetching water from far away. These daily chores leave them with no time to access education, a tool of advancement. To change this, we had to find a solution that takes education to these women without taking them away from their daily responsibilities. Describe the brief from the client Unlike a generation before them, young Indians from every corner of India want to access a new world of progress and advancement. They are ambitious and hungry to make something of themselves and the world around them - and they seek tools that enable this. Visa Debit through its ‘Dream2Advance’ platform, an initiative that inspires and brings young Indians together online over a shared purpose, wanted to demonstrate how the brand enables people to access progress and advancement without barriers. Design Process If women couldn't come to schools, we decided to bring the schools to them. We picked an article closest to them, the saree. Women don’t just use it as a piece of clothing, but also as a cradle, a rug, a curtain, etc. It is an inseparable part of their daily lives. So, we printed their school lessons on the saree as a part of its design, and merged the one thing that women love the most, beautiful sarees, and the one thing that would empower them, education, and created a new concept called the “Saree School”. Results This simple idea demonstrated how the Visa Debit 'Dream2Advance' initiative creates a world free of barriers to enable progress and advancement. To the final user in the online community it inspired social action with Visa Debit. This idea inspired the Visa Debit ‘Dream2Advance’ TV commercial on women’s education. The TV commercial garnered over 6.4 million views on YouTube. There were 75 million Impressions made on Facebook with the video being shared 20,000 times. During the initiative, we garnered over 325,000 unique visitors on the 'Dream2Advance' website. The film was also honoured with the Best Film award from the Government of India.