Campaign India Team
Apr 23, 2012

HT prints beginner's textbook as part of 'You Read, They Learn' initiative

The textbook was printed in the Delhi-NCR edition of the newspaper on 19 April

HT prints beginner's textbook as part of 'You Read, They Learn' initiative

As a part of the ‘You Read, They Learn’ (YRTL) initiative launched on 18 April, Hindustan Times has said it will contribute 5 paise from every metro copy in Delhi-NCR. To build on that initiative, Hindustan Times printed a beginner’s textbook (primary level - letters of the English and Hindi alphabet and numbers 1-10) in every copy of the newspaper in Delhi-NCR on 19 April.

In line with the initiative’s mission to help educate underprivileged children, every page of the newspaper included a page of a textbook. The intent was that by following three steps, readers could cut out these pages, staple them together to form a textbook and then share it with an underprivileged child.

In addition, there will be textbooks inserted in copies of Mint and Hindustan circulated in Delhi-NCR. The newspaper's hope is that readers will be able to reach out to over 1 million children in Delhi-NCR on a single day. 

Sanjoy Narayan, editor-in-chief, Hindustan Times, said, Tthe text book is one of our initiatives to help readers join the ‘You Read, They Learn’ campaign by sharing it with needy children or even using it to help someone learn the alphabet. We are committed to ensuring that the YRTL initiative addresses the nation’s urgent need of raising its literacy level.”

Shantanu Bhanja, vice-president, marketing, HT Media Limited said, “We have had great response to the “You Read, They Learn” initiative launchedon 18 April, and wanted to enable each of our readers to take their own first step towards helping someone get an education. And we wanted to make a tangible impact in the shortest span of time. We decided that doing something in the paper could achieve both, and hence the idea of a beginner textbook which could be cut out and given. But for us, it’s just the beginning of a movement to bring about positive change.”
 

 

 

 

 

 
Source:
Campaign India

Related Articles

Just Published

Premium
How a little-known subscription service outperformed Super Bowl advertisers on social
Premium
49 minutes ago

How a little-known subscription service outperformed...

Don't let the cute dog pics fool you. BarkBox knows the trick to keeping its customers engaged.

Premium
Weber Shandwick ropes in Arpana Kumar Ahuja
Premium
1 hour ago

Weber Shandwick ropes in Arpana Kumar Ahuja

Joins from PR Pundit where she was chief growth officer

Premium
Rupa Frontline gets Ranveer Singh into his comfort zone
Premium
1 hour ago

Rupa Frontline gets Ranveer Singh into his comfort zone

Watch the ad films conceptualised by Scarecrow Communications here

Premium
Dave Trott's blog: Solve the business problem
Premium
21 hours ago

Dave Trott's blog: Solve the business problem

Starting with the business problem forces us to come at the situation out of a question rather than an answer, explains the author