MUMBAI: MySchoolReviews.com – a school listing and reviewing start-up has released ‘26 Letters of Courage’ under its latest campaign #HerCourageLessons. The campaign has been conceptualised and executed by Isobar India, the digital agency from Dentsu Aegis Network India.
The 26 Letters are the 26 letters of the English language, with a courageous twist. From A to Z, every Letter talks of one quality or one aspect, which parents can imbibe in their daughter to build courage in her from an early age.
Sharing his thoughts on the ‘Letters of Courage’, MySchoolReviews.com co-founder and managing partner Lalit Mehra said, “While our films grabbed people’s attention and made parents realise the issue of fear parenting, we did not want to stop there. We wanted a way to actually help people take a step towards transforming their parenting skills. Every card has one word with one easy-to-say yet powerful statement – a simple way for parents to become courage trainers for their daughters.”
Commenting on the campaign, Isobar India creative director Vibhor Yadav said, “After seeing #HerCourageLessons, every parent will go back on every word they said to their daughter in the day. We are asking the parents to put courage over fear and offering them a new vocabulary of courage. The 26 Letters of Courage comprises beautifully designed visuals that narrate fearless tales in a very artistic yet simple manner, to help parents raise their girls with courage. The entire campaign intends to bring a behavioural change, one letter at a time, and one generation at a time.”
The letters are available in the form of a deck of cards. One can give a missed call on 95121 04443 to get the cards on WhatsApp, and they can also be downloaded from the campaign website www.hercouragelessons.com. The deck of 26 cards will also be sent to parents of young daughters through direct mail.
#HerCourageLessons was launched with a series of 3 films on International Women’s Day, March 8, 2019. In addition, MySchoolReviews.com has specially created an Amazon Alexa skill that would allow parents to check whether they are fear training or courage training their daughters.
