Indian Association for Promotion of Adoption and Child Welfare (IAPA)
Successful messaging doesn’t always need a big media budget. What it really needs is a media channel that compliments a powerful creative idea. Indian Association for Promotion of Adoption and Child Welfare to launch a campaign on child adoption used a MMS campaign. The campaign uses the viral nature of MMS (video message on mobile) to spread awareness about abandoned infants who need a caring home.
The Indian Association of Adoption and Child Welfare campaign was titled “The hottest MMS ever – If you don’t like it, pass it on.”
In the 25-second video Indian Association of Adoption and Child Welfare tried to create awareness about abandoned infants and convince people for their adoption. This campaign was a huge success. The promoters were reconnected in three days from all parts of the nation with the same message. The discussion forums also generated a very good response. In fact, the first week witnessed all of 1,210 downloads and clips were traced to eight other servers.
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