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墨水垫
案例简介：结果和有效性 不出所料，墨水板帮助我们的志愿者吸引了原本不感兴趣的文盲成人目标群体的注意力，并帮助我们将他们不愿意学习转化为学习的愿望。在少数当地志愿者的帮助下，门阶学校 600% 成人扫盲计划的招聘人数大幅增加了 2011。这项运动的成功鼓励非政府组织在其他城市开展活动，并为他们的 2012 项目建立更多的营地。 创意执行 我们用文盲最明显的象征 -- 拇指印象来传递写作的乐趣。我们设计了一个墨水垫，允许文盲个人打印他们的名字。印地语字母 (devanagari 脚本) 的透明纸张被放在墨水垫的顶部。当拇指被压在上面时，只有字母表切出部分的墨水会被转移到拇指上。当拇指被按下时，字母表会印在纸上。因此，字母表的人可以写他们的名字。我们使用这一独特的工具与孟买及其周围的特定目标群体取得联系，并在当地志愿者的帮助下，让文盲成年人用墨水写下他们的名字。能够写作的快乐唤起了一种加入我们项目和学习的精神。现场登记只有助于这项事业。 见解、战略和想法 在印度，如果你能写你的名字，你就会识字。即使有这么简单的定义，这个国家 40% 的人是文盲。在很大程度上，识字率如此低的原因是成年人缺乏学习的意愿。我们知道我们必须做的不仅仅是简单的交流来改变这种行为。文盲成年人想学习，但他们在晚年禁止上学。说到在官方文件上签名，拇指印象是文盲成年人锻炼的常见选择。因此，在一段时间内，拇指印象已经成为印度文盲的象征。我们挖掘了文盲个人使用拇指印象而不是签名的洞察力，并进行了挨家挨户的激活活动。我们用这个文盲的象征来吸引我们的目标群体，并鼓励他们加入门步学校。
墨水垫
案例简介：Results and Effectiveness As expected, the ink pad helped our volunteers to grab the attention of the otherwise uninterested target group of illiterate adults and helped us convert their unwillingness to learn into a desire to learn. With the help of few local volunteers, Door Step School saw a huge 600% increase in the recruitment for the 2011 adult literacy program. The success of the campaign has encouraged the NGO to carry on the activity in other cities and set up more camps for their 2012 program. Creative Execution We used the most identifiable symbol of illiteracy–the thumb impression to deliver the joy of writing. We designed an ink pad that allowed illiterate individuals to print their name. A transparent sheet with cut-outs of the alphabets of Hindi (devanagari script) was placed on top of the ink pad. When the thumb was pressed onto it, only the ink from the alphabet cut-out portion would get transferred onto the thumb. When the thumb was pressed, the alphabet would get printed on the paper. Thus, alphabet by alphabet people could write their name. We used the this unique tool to get in touch with specific target groups in and around Mumbai and with the help of local volunteers got illiterate adults to write their names using the ink pad. The joy of being able to write evoked a spirit to join our program and learn. Spot registration only helped the cause. Insights, Strategy and the Idea In India, if you can write your name, you are literate. Even with such a simple definition, 40% of the country is illiterate. Largely, the reason behind such low literacy rate is the lack of will in adults to learn. We knew we had to do more than just a simple communication to change this behaviour. The illiterate adults want to learn but they inhibit joining a school so late in life. When it comes to signing on official documents thumb impression is a common alternative that illiterate adults exercise. Thus, over a period of time the thumb impression has become a symbol of illiteracy in India. We tapped on the insight that illiterate individuals use their thumb impression instead of signing their names and conducted a door-to-door activation campaign. We used this symbol of illiteracy to entice our target group and encouraged them to join Door Step School.
INK PAD
案例简介：结果和有效性 不出所料，墨水板帮助我们的志愿者吸引了原本不感兴趣的文盲成人目标群体的注意力，并帮助我们将他们不愿意学习转化为学习的愿望。在少数当地志愿者的帮助下，门阶学校 600% 成人扫盲计划的招聘人数大幅增加了 2011。这项运动的成功鼓励非政府组织在其他城市开展活动，并为他们的 2012 项目建立更多的营地。 创意执行 我们用文盲最明显的象征 -- 拇指印象来传递写作的乐趣。我们设计了一个墨水垫，允许文盲个人打印他们的名字。印地语字母 (devanagari 脚本) 的透明纸张被放在墨水垫的顶部。当拇指被压在上面时，只有字母表切出部分的墨水会被转移到拇指上。当拇指被按下时，字母表会印在纸上。因此，字母表的人可以写他们的名字。我们使用这一独特的工具与孟买及其周围的特定目标群体取得联系，并在当地志愿者的帮助下，让文盲成年人用墨水写下他们的名字。能够写作的快乐唤起了一种加入我们项目和学习的精神。现场登记只有助于这项事业。 见解、战略和想法 在印度，如果你能写你的名字，你就会识字。即使有这么简单的定义，这个国家 40% 的人是文盲。在很大程度上，识字率如此低的原因是成年人缺乏学习的意愿。我们知道我们必须做的不仅仅是简单的交流来改变这种行为。文盲成年人想学习，但他们在晚年禁止上学。说到在官方文件上签名，拇指印象是文盲成年人锻炼的常见选择。因此，在一段时间内，拇指印象已经成为印度文盲的象征。我们挖掘了文盲个人使用拇指印象而不是签名的洞察力，并进行了挨家挨户的激活活动。我们用这个文盲的象征来吸引我们的目标群体，并鼓励他们加入门步学校。
INK PAD
案例简介：Results and Effectiveness As expected, the ink pad helped our volunteers to grab the attention of the otherwise uninterested target group of illiterate adults and helped us convert their unwillingness to learn into a desire to learn. With the help of few local volunteers, Door Step School saw a huge 600% increase in the recruitment for the 2011 adult literacy program. The success of the campaign has encouraged the NGO to carry on the activity in other cities and set up more camps for their 2012 program. Creative Execution We used the most identifiable symbol of illiteracy–the thumb impression to deliver the joy of writing. We designed an ink pad that allowed illiterate individuals to print their name. A transparent sheet with cut-outs of the alphabets of Hindi (devanagari script) was placed on top of the ink pad. When the thumb was pressed onto it, only the ink from the alphabet cut-out portion would get transferred onto the thumb. When the thumb was pressed, the alphabet would get printed on the paper. Thus, alphabet by alphabet people could write their name. We used the this unique tool to get in touch with specific target groups in and around Mumbai and with the help of local volunteers got illiterate adults to write their names using the ink pad. The joy of being able to write evoked a spirit to join our program and learn. Spot registration only helped the cause. Insights, Strategy and the Idea In India, if you can write your name, you are literate. Even with such a simple definition, 40% of the country is illiterate. Largely, the reason behind such low literacy rate is the lack of will in adults to learn. We knew we had to do more than just a simple communication to change this behaviour. The illiterate adults want to learn but they inhibit joining a school so late in life. When it comes to signing on official documents thumb impression is a common alternative that illiterate adults exercise. Thus, over a period of time the thumb impression has become a symbol of illiteracy in India. We tapped on the insight that illiterate individuals use their thumb impression instead of signing their names and conducted a door-to-door activation campaign. We used this symbol of illiteracy to entice our target group and encouraged them to join Door Step School.
墨水垫
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INK PAD
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