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| Online Gaming is generally viewed as a trivial pursuit. More often than not what starts as a time killing activity blooms into a daily addiction. |
| The statistics are incredible. Over 20 million players have spent 17 billion hours on Xbox Live, which is more than 2 hours for every person on the planet. Over 40 million users have registered PlayStation Network accounts. Farmville, the virtual farming game, boasts a stunning total of 31 million daily active users. The online gaming market is worth more than $15 billion. |
Like social media,
most organisations see
gaming
as productivity
diluter. A distraction that
needs to
be curbed and
discouraged through
strict surfing policies. |
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A new play at educating the girl child |
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At Mahindra we took an alternative view. In this
exploding gaming market, we saw an opportunity to
engage these billion players in a more challenging
pursuit of educating the underprivileged girl child
in the real world. |
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The Nanhi Kali Project (India) incepted by K.C. Mahindra
Education Trust collaborated with New York-based
advertising agency, Strawberry Frog, to launch the Girl Store.
A unique online fundraising initiative based on gaming. |
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| The Girl Store engages you in a game which actually makes a difference in the life of an underprivileged girl child. Each icon you click
to buy for Tarla, a fictional character in the game, buys a real girl child either a textbook, schoolbag, workbook, or school shoes. |
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At 'The Girl Store' you can buy the very basics that any child would require
to go to school every day - a school uniform, a lunchbox, pencils and books, etc. You can scroll through a gallery of girls and choose who to purchase the items for. When all of the items a girl needs in order to be allowed to attend school are purchased, the site displays an "off to school" label over her image. All items required for the child can be bought for only USD 65, and this small contribution helps a little girl in India go to school. |
| Recognition and Results |
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The Girl Store and A Girl Story has been perceived as one of the most unique not-for-profit initiatives in recent times and has garnered huge response since its launch, with pledges and donations worth USD 16,000 already raised and allocated by donors worldwide. |
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| For more information on Mahindra's association with Nanhi Kali Project please visit: nanhikali.org. |
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