Nickelodeon has conceptualised this behaviorial change campaign with the objective of empowering kids to be future change agents of society. This season the objective is to change habits and behaviour of individuals by imparting the importance of cleanliness and hygiene in all spheres of life, be it in private or public spaces and to do good together.
Through its innovative campaign “Don’t’ Be a Champu, Be The Change”, this season of Together For Good is all set to drive home this message in a fun and quirky manner that will appeal to kids. Through the character Champu, who has a distinct disregard for cleanliness in public spaces and does not care about personal hygiene, the campaign calls out to the kids ‘Don’t be like Champu, Be the Change’. The endeavour is to send across the message on the importance of cleanliness in a unique tongue in cheek manner with the objective of awakening the conscience of the wrong-doers.
Commenting on this initiative, Viacom18 business head, kids cluster Nina Jaipuria said, “We at Nickelodeon believe that children are the change agents of society. Through the Together For Good campaign we want to inculcate good habits of cleanliness and hygiene in a fun manner that kids can relate to.”
She further added, “With the influence that children have on their parents and families, we hope to extend this positive change towards the society not only amongst the kids but also amongst adults.”
Together For Good will see a series of creatives featuring Champu across the Nickelodeon franchise. The campaign will be extended on the digital and social media platforms through a series of fun toon tips, posts asking kids to not be a Champu and take the cleanliness pledge, fun interactive Facebook post “Champu Ko Karo Change”, a #DontBeChampu contest where children are urged to clean their surroundings, take a before and after picture and share on Facebook, Twitter and Instagram.
Upping the engagement in the initiative will be an exclusive on-ground association with BMC towards a Chakachak Mumbai. This will involve the Nicktoons visiting high traffic railway stations to directly interact with the public and dissuade them from littering. They will also be seen in a conscience awakening act giving flowers to the delinquents instead of punishing them. Together For Good with all its fun and entertainment and lots of life lessons is all set to inspire kids towards positive action.
Nickelodeon India's Together For Good campaign is part of part of Nickelodeon International's wider Together For Good initiative.
Sources: TelevisionPost.com, TVnews4U.com.
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