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EXECUTION
"Reliance Life Insurance is contributing Rs. 25,000 for every six hit during the ICC Cricket World Cup 2011 to "Room to Read". Every six will ensure that at least 30 children benefit from libraries, books and trained teachers. This campaign has already impacted XXX no of   children. You can contribute too and hit illiteracy for a six! Just SMS Books 50 to 5667711 or visit- www.facebook.com/reliancelifeinsurance"
Facebook: A Scoreboard with live donation stastics was created on our FB page. Stamp ads were used to promote the activity. A link took people to the donation page of "Boundaries for Books
Twitter: Updates were given on Twitter@sixesforbooks & @Rel_life
YouTube: Promoted videos with details on the initiative and the convenient donation platforms and options available.
Online: Banners were run across all Reliance group companies websites during the campaign period.
Mobile: SMS's were sent to the entire RCom subscribers.
DTH:  Scrollers with updated statistics were run during matches on Big TV DTH.


BACKGROUND
Reliance Life Insurance undertook a first of its kind marketing initiative titled "Boundaries For Books".
The initiative involved the masses and brought their love of their country and love of cricket together for the betterment of the lives of children in our country. It also provided a platform to "Room to Read", an international non –profit organization that works towards this cause in India and across different countries to provide better education to underserved children


INSIGHT
The idea was to serve the dual purpose of giving back to the society and also to undertake a philanthropic initiative that will in the true sense help build positive brand imagery and the proposition has relevance to the organization offerings i.e. protection plans, child plans, investment plans….., all designed to provide a secure future to its customers.


RESULTS

Activity overall impacted and improved the lives of over 20,000 underprivileged children.

Reliance Life Insurance contributed Rs 1 cr towards this initiative.
People additionally contributed over Rs 7 cr.

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