Friday, May 4, 2012

Innovative campaign to build a brand through a cause

Hindustan Times, one of India's leading English dailies, launched an innovative campaign to build its brand through a cause. They launched 'You Read, They Learn' or YRTL, a year-long initiative to help educate underprivileged children.

If you missed today's copy of the Hindustan Times, check this out.

Hope this initiates readers into teaching a few underprivileged children.

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As a part of this initiative, launched initially in Delhi-NCR, HT will contribute 5 paise every day from every Metro copy of Hindustan Times sold in Delhi-NCR towards creating a corpus which will fund the education of over 10,000 children over the year. So every time you pick up a copy of Hindustan Times, a child goes to school. Besides this contribution, HT will raise the issue of children's education rights and focus on the problems that need immediate attention and will strive to find solutions.

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