Tuesday, April 24, 2012

‘You Read, They Learn’ Campaign by Hindustan Times

As a part of the ‘You Read, They Learn’ (YRTL) initiative launched on 18th April, Hindustan Times has committed to contributing 5 paise from every Metro Copy in Delhi-NCR. To build on that initiative, Hindustan Times printed a beginner’s textbook in every copy of the newspaper in Delhi-NCR today.

In line with the initiative’s mission to help educate underprivileged children, every page of the newspaper includes a page of a textbook. Following three simple steps, readers can cut out these pages, staple them together to form a textbook and then share it with an underprivileged child.

In addition, there will be textbooks inserted in copies of Mint and Hindustan circulated in Delhi-NCR. Through this simple and powerful idea, readers will be able to reach out to over 1 million children in Delhi-NCR on a single day and help them take their first step towards an education.

Read the entire article here.

Via afaqs!

Talking about the initiative, Shantanu Bhanja, vice-president, marketing, HT Media, says, "We wanted to enable each of our readers to take their own first step towards helping someone get an education. And, we wanted to make a tangible impact in the shortest span of time. We decided that doing something in the paper could achieve both and hence the idea of a beginner textbook which could be cut out and given. But for us, it's just the beginning of a movement to bring about positive change."

To start with, the initiative has been planned for one year. The money collected from the sales of the copies in Delhi-NCR will be handed over to its partnering NGOs including Pratham Delhi Education Initiative and Child Rights and You (CRY), to be put towards their primary education initiatives. Going forward, the company plans to engage with other NGO partners working in this space.

In an official communiqué, Sanjoy Narayan, editor-in-chief, Hindustan Times, says, "The text book is one of our initiatives to help readers join the 'You Read, They Learn' campaign by sharing it with needy children or even using it to help someone learn the alphabet."

Read the entire article here

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