Victor Tango Activates Stand #withMalala Campaign in India; 20K Kids Reached in 3 Major Cities

Marketing | January 15, 2016 | News

Victor Tango Entertainment

Representing the Malala Fund, Victor Tango Entertainment Pt. Ltd has activated the Stand #withMalala campaign in India. The social action campaign that accompanies the release of the film ‘He Named Me Malala’ aims at raising mass awareness about girls’ education across the globe. More than 20,000 kids from 76 schools in Mumbai, Delhi, and Bangalore have been reached through the campaign and to the theatres to watch the film.

He Named Me Malala, directed by Academy Award winner Davis Guggenheim, is an intimate portrait of Nobel Peace Prize laureate, Malala Yousafzai, and her family. The Malala Fund is working with partners around the globe to maximize interest and debate generated by the film to help push for change around girls’ education.

The Stand #withMalala campaign use the film to inspire youth and advance the movement to ensure that girls receive free, good quality, and safe secondary education. The goal is that once young people see the film, they engage in the subject through discussions and social action back on campus.

Victor Tango reached out to schools to activate young people to see the film and then support girls in need by donating their old books, stationery or clothes. Students’ donations were handed over to NGO’s working for girls’ education and empowerment.

The goal was to ensure as many young people, specifically girls, are able to see the film in the theater. Victor Tango was provided a grant by the Students Stand #withMalala program, a collaboration between the Malala Fund and Participant Media, to reach as many young women as possible and provide an immediate call to action through a clothing and book donation drive.

The school kids were taken to the theatres to watch the film in Mumbai, Delhi and Bangalore between Nov 7, 2015 and Jan 6, 2016. The donation collected helped over 30,000 girls in need across the country. Panel discussions were organized after the screenings with leaders of NGO’s like Educate Girls, Asha Sadan, and Vacha, along with youth activists who work with organizations like Make a Difference, Prayaas, and Doorstep, who inspired youth by sharing their stories on how they are devoted to the cause. Classrooms discussions and awareness drives were initiated post screening to convert the inspiration into action.

Commenting on the partnership, Tabassum Modi, Director - Victor Tango said, “The Malala Fund is doing some phenomenal work globally and we’re glad to have got an opportunity to do our bit here in India. The response to the campaign was phenomenal and the enthusiasm with which private schools students did their bit to spread awareness about the issue was infectious.”

Appreciation and support has been pouring in for the campaign from all quarters. Seema Chauhan, teacher at Apeejay School, Delhi, says, “The film ‘He Named Me Malala’ really sparked dialogue and action. The children were sensitized about the rights and need to empower girls. Now, I can proudly say that Malala who has won the hearts of millions all over the world, resides in the heart of my students. I thank you for this opportunity and congratulate you for your novel approach. Looking forward to more such opportunities.” 

Victor Tango’s  project was a part of the Phase I theatrical program, which was rolled out in the US, India, Germany, Nigeria, Kenya, Japan, and Canada.  The goal was to galvanize as many young people as possible to raise up their voice and stand #withMalala for all girls’ rights.  In India, this is particularly important because of the widespread issue of girls dropping out of school or not having access to quality education.  Globally the campaign has reached about 175,800 youth, so far.

The social action campaign accompanying the release of the film ‘He Named Me Malala’, aims at raising mass awareness about girls’ education across the globe.

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