3) Strategy Summary:
At NalandaWay Foundation we help marginalized children find adult mentors, provide support to build a trusting relationship, help them learn marketable skills and create avenues to express themselves publicly on vital issues that affect them. Along with international film makers like Mani Ratnam, A R. Rehman, production houses, multiplexes is promoting a competition for Short Films. Selected film makers are provided with equipments, training, editing suites, talent and resources for making films that 'portray a world as seen by children'. The films that get produced are screened in multiplexes in India. We aim to create awareness about the 'child cause' and 'how to' participate in the growth of an under-privileged child.

4) How the Strategy Works:
NalandaWay's mission has always been to create opportunities for one community to help the other, with a specific focus on children. To make this strategy work we need to reach out to a large section of population. India is the largest market for films in the world and cinema is intricately woven in the 'way of life' of an average citizen.

Our strategy is to use the power of this medium to communicate a simple message 'give your time for a child'. But the idea had to stand out in the clutter of the 'infotainment explosion'. Our challenge was to package this idea into a big event that is newsy, spanning 2 to 3 months, competitive, and invites large section of the community without losing the primary objective. The important elements of the event are as follows.

An idea that engages large community participation

The idea had to be unique to sell for itself. A Short Films competition for promoting a social cause is rather new. The event would have three important phases. In the first phase applicants are invited to submit scripts. Our jury of international filmmakers select 20 applicants. In the second phase the selected filmmakers are provided with equipments, resources, talent, post-production facilities to complete their films. This would take 2 months. The completed films are screened for public in multiplexes for 4 weeks. During the entire span of the event, media is involved to create enough surprise, interest and participation among all stakeholders.

Getting partners to provide services for 'free'

Even though NalandaWay is promoting this event, it was decided early on that we would partner with film- personalities, equipment hirers, post-production houses, photographers, advertising agencies and media who were willing to provide their services at no cost. We were very successful in roping in top-notch professionals and organizations that agreed to offer facilities and services for the 'cause' at absolutely no cost. The other overhead and organizing costs would be borne by philanthropists.

Generating financial resources by involving corporate brands

The festival is expected to be big draw among the movie- goers and the general public. During the 4 weeks of screening we aim to attract at least 15000 viewers. The festival is an excellent platform for companies to promote their products and services. Through sponsorships we aim to generate Rs. 40 lacs (USD 100,000). This would be used to support our various programmes and initiatives.

Communicating to the target audience

The primary objective of this event is to interest individuals to commit their time for the cause of an underprivileged child. The communication strategy would be multi-fold. A NalandaWay pavilion in the multiplexes for the 2 months would disseminate information about our programmes. The festival and messages promoting the 'child's cause' would be splashed in hoardings and posters across the city. The films themselves would be promoting the cause at an emotional and personal level.

5) Key Strategy Elements:

i. Mobilizing Citizen Support:
NalandaWay Short Film festival's primary objective is to garner support of the community at large. The festival would attract 15000 individuals directly and at least 1,00,000 people through media and advertising. We expect 10 % (i.e 1500) of individuals to commit themselves as volunteers and around 500 individuals as mentors who commit for a year. We would also involve a large number of college students as volunteers for coordination and organising the event.

ii. Generating Financial and Nonfinancial Resources:
We plan to generate Rs. 40 lacs (USD 100,000) through corporate sponsorships. The NalandaWay Pavilion in the multiplex theatres would also host 'the making of NalandaWay Short Film Festival - a photography exhibition'. The pavilion would also sell T-shirts and other merchandise to the audience. The money so generated would be used to finance our various initiatives.

iii. Establishing Relationships with Strategic Partnerships:
We have partnered with film-personalities, equipment hirers, post-production houses, photographers, advertising agencies and media who were willing to provide their services at no cost. We were very successful in roping in top-notch professionals and organizations that agreed to offer facilities and services for the 'cause' without compromising on the quality of the deliverables. The other overheads and organizing costs would be borne by philanthropists.

v. Developing Information and Spreading the Message:
NalandaWay Foundation would own and have the rights to the 20 films made during the festival. This would be screened later at other cities and television channels to promote the 'child's cause'. The festival would be promoted using various communication vehicles like hoardings, posters, television commercials, newspapers, leaflets and other alternative media.

6) Increasing Self-sufficiency and Social Impact:
NalandaWay Short Festival would help the foundation in two ways; 1) Spread awareness about 'mentoring a child' and the opportunities for individuals to get I involved; 2) Build corpus - the event would help in generating financial resources that would be used to finance the projects of the foundation.

We expect to have 1500 individuals as committed volunteers and at least 500 of them who commit for an entire year as mentors. This would help the foundation to expand the reach of its current mentoring programme to serve 3000 vulnerable and marginalized children. This is a significant jump from the 220 children currently served.

Our target is to generate USD 100,000 through corporate sponsorships, donations, and sale of merchandise. This would help the foundation be self- sufficient for the next two years. Part of the proceeds would help us to start our new project 'learning through journalism programme'.

8) Organization Mission and Vision:
NalandaWay Foundation is helping under-privileged children overcome challenges to do extra-ordinary things. We help children find adult mentors, provide support to build a trusting relationship, help them in academics and create avenues to express themselves publicly on vital issues that affect them

Sriram V. Ayer, Founder
NalandaWay Foundation, 3rd Floor, 27 Haddows Road, Chennai 600006.
India
Telephone: 91-44-52186501/2, Mobile - 91-98844 99196
Email: sriram@nalandaway.org
Web site: www.nalandaway.org

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