BRAND CHALLENGE HIERARCHY
BRAND CHALLENGE
Jiti Foundation is a 501(c)(3) nonprofit and was founded in 2016 to combat preventable blindness in India and to enhance the lives of underprivileged young women in rural India.
India is home to the world's largest portion of people who are blind, and the vast majority of those cases are cases of preventable blindness. Their first clinic is located in Uttar Pradesh, which is both the most populous and the poorest state in India. This means that every dollar spent in this area can go extraordinarily far in combating blindness and helping underserved people. 98% of Jiti Foundation donations go directly to support its programs, with the remaining 2% covering operating expenses.
The Jiti Foundation funds vision clinics in rural India and staffs these clinics with young women from these communities, who are trained to serve their communities by giving eye exams, providing vision services, and referring complex cases to regional facilities.
The Jiti Foundation has two main focuses:
Empowering women: Jiti Foundation partners with the Dr. Shroff Charity Eye Hospital’s program to provide opportunities for young women from rural India to learn to provide basic ophthalmic care to their own underserved communities. In addition to receiving career training, the young women in this program are taught basic life skills that they can take back to their villages to improve life there.
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Combatting blindness: We fund the creation of vision clinics in underserved parts of Uttar Pradesh, the poorest and most populous state in India. These clinics employ women from these rural areas, which ensures community support for the work of our clinics.
Our challenge is to create a contemporary Digital Advertising and Marketing campaign to raise awareness and increase donations. Given the two pronged mission of the Jiti Foundation, we must choose one sole focus and have the other mission be secondary. The target geography for the challenge is North Carolina, and the total annual budget for the challenge is $20,000.
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KEY OBJECTIVE
Our key objective is to receive $100,000 in new donations as a result of the $20,000 expenditure for the DAM campaign. The two target audiences for the brand challenge are (1) millennial women ages 25-39, residing permanently in North Carolina, who are charitably inclined to contribute to women’s empowerment, and (2) professional Indian expatriates age >45 years, residing permanently in North Carolina, who have been charitably inclined in the past, and especially those gifting to vision-related and/or women’s empowerment non-profits.