This document discusses how today's youth are leading the way in addressing issues like climate change, education access, and conflict. It highlights several young activists who are inspiring change, from a 7-year-old drawing attention to children in war zones to 13-year-olds advocating for water protection and climate action. The document argues this generation is more self-aware, compassionate, and committed to solving problems. It then outlines a media campaign to encourage more youth leadership through storytelling, debates, workshops, and collaborations across India.
This document discusses how today's youth are leading the way in addressing issues like climate change, education access, and conflict. It highlights several young activists who are inspiring change, from a 7-year-old drawing attention to children in war zones to 13-year-olds advocating for water protection and climate action. The document argues this generation is more self-aware, compassionate, and committed to solving problems. It then outlines a media campaign to encourage more youth leadership through storytelling, debates, workshops, and collaborations across India.
This document discusses how today's youth are leading the way in addressing issues like climate change, education access, and conflict. It highlights several young activists who are inspiring change, from a 7-year-old drawing attention to children in war zones to 13-year-olds advocating for water protection and climate action. The document argues this generation is more self-aware, compassionate, and committed to solving problems. It then outlines a media campaign to encourage more youth leadership through storytelling, debates, workshops, and collaborations across India.
This document discusses how today's youth are leading the way in addressing issues like climate change, education access, and conflict. It highlights several young activists who are inspiring change, from a 7-year-old drawing attention to children in war zones to 13-year-olds advocating for water protection and climate action. The document argues this generation is more self-aware, compassionate, and committed to solving problems. It then outlines a media campaign to encourage more youth leadership through storytelling, debates, workshops, and collaborations across India.
and its problems and believe they can solve them. Education
The Young Warriors
Be it, the 13-year old Canadian water activist Autumn Peltier who told the UN it was time to “warrior up”, or the 17-year old Malala Yousafzai, who secured education for girls in Climate Change Pakistan, or the 7-year old Bana Alabed who drew Children attention to the plight of children in conflict zones, These children in conflict or the 13- year old remind us that zones Alexandria Villasenor a our next climate change generation is activist. All more self-aware, these children are compassionate leading the way. and committed. This generation is upfront about their responses to an adult world they reject. As they chart their own course making sense of the world, they are inventing their systems of codes, values and mores in the process.
As media, we could accelerate this mood by reminding young people about what they could achieve, what they should care about, and just make them realize their incredible power. It was time we played our part in inspiring the next generation of leaders, activists and citizens. Hence our campaign “Sanskarshala” to inspire children to expand their circle of concern, to view the world from a new perspective, and realize their incredible power to usher change.
Objectives
Highlight 'intrinsic' values Positio n Dainik Create which underpin Jag ran as a new spaper increased social con ten t tha t new spaper that and strik es steers public environmental con versatio ns tow ards concern, and with children motivate children socially on mo dern to act in line with desirable goals value systems this concern “Total It was a multi-sensorial content campaign that blends into the daily lives of millions of children. We aimed at Immersion” total immersion through the following actions:
Institutionalize Debate
Collaborate Curate Inspire
Expertise Read
Listen
Empathy Watch
Live
READ 1093 stories of Value -based Editorial content were printed on specific topics like Water conservation, Responsible use of technology, Sensitivity to animals, etc WATCH
Click on thumbnail to view the film
LISTEN All stories were converted into audio stories and made available to students DEBATE 1410 students of 521 schools participated in 649 debates in 2 weeks across 30 cities - arguably the largest debate ever held in the country on moral dilemmas
LIVE 1154 school morning assemblies converted to ‘Sanskarshala’ assemblies where the newspaper stories were read and children enacted the stories. We inspired 8,73,914 students INSTITUTIONALIZE Several schools incorporated ‘Sanskarshala’ content into their curriculum. The stories became comprehension passages in language classes - newspaper content made it to the class notebooks of children. Students also submitted 480 projects on themes ranging from water conservation to climate change
INSPIRE 270 children took up Peer-to-peer education projects and relayed the ‘Sanskarshala’ content to 30,996 underprivileged children. Several groups of students communicated through street theatres EMPATHY The stories were taken to 3514 specially-abled kids across 204 schools
EXPERTISE 105,950 children attended 400 workshops and webinars conducted by experts CURATE We created a comic book with the stories. 7560 comic books were placed in over 1000 school libraries potentially reaching 1.1mn children.
COLLABORATE We collaborated with School principals in a brainstorming session to arrive at themes for ‘Sanskarshala’ content CAMPAIGN IN NUMBERS
70mn 9.7mn 727
1.4mn children Campaign Digital Reach 1mn Animation films shared in 727 participated Reach through of the Video Views hyper-local directly Dainik Jagran campaign Whatsapp groups
Highest Highest Brand Brand Awareness Satisfaction The Most newspaper Highest on Preferred & Intention to readers Recommended looked Read Ranked Brand Ranked forward to Highest on Highest on Trust Youthfulness
