What’s On

Lenovo launches digital campaign to helps Jharkhand girls build a school

In a bid to use technology for a cause, Lenovo has partnered with YUWA to launch the ‘Girls with Goals’ campaign which will help the girls from the YUWA India team from a small town, Hutup, in Jharkhand to represent India at the Donosti Cup in Spain this year.

The YUWA India team has been plagued with child marriage and violence against women. Supported by Lenovo and YUWA, an organisation that uses sports as a platform for social development, the girls from Hutup created history in 2014 when they returned home as the second runners up in the under-14 Gasteiz Cup 2014 in Spain and surprised everyone with their victory.

 

The ‘Girls with Goals’ campaign calls upon the people of India to be part of the inspirational journey of the YUWA team for the Donosti Cup. The ‘Girls with Goals’ campaign chronicles the girls’ journey from Hutup to Spain, through a series of long format videos on Facebook and YouTube. One of the primary objectives of this digital-led campaign is to raise funds for the girls to realise their dream of building a school in Hutup. Through this campaign Lenovo will connect the YUWA team with their fans and community at large via real time engagement on new media platforms such as Twitter, Instagram, Snapchat and Periscope.

Speaking at the launch of the campaign, Bhaskar Choudhuri, Director – Marketing, Lenovo India said, “Our association with YUWA has grown in depth and breadth over the last four years. And the reason for it is we’ve found the YUWA girls to be a living embodiment of the Lenovo brand – in terms of attitude and personality. The ability to learn from failure ‘smartly’ and rise again, to be able to do what we call ‘fail forward’ persistently and relentlessly – that’s the spirit Lenovo stands for.”

“When we heard the girls have qualified for the prestigious Donosti Cup and that they want to raise funds for the school, we knew it was the right time to engage the community in the inspiring story of Team YUWA who are in a sense representing India. We wish to not only to cheer for our team but to help them realise their dream of a school in Hutup. We have seen the impact of technology for social good in the past and we hope to use it, in many ways over the next few months, to start a revolution on behalf of Team YUWA. On a personal note, I wish the team the very best of luck. Shine on!” Mr Choudhuri concluded.

According to Franz Gastler, Executive Director & Co-Founder of YUWA, “Society often teaches girls to fit in. YUWA coaches girls to stand out. Through football, education, and access to technology, we’re helping girls to take their future into their own hands. We’re thrilled to continue deepening our partnership with Lenovo. The Lenovo team has shown a genuine interest again and again in using the power of technology and innovative thinking to transform lives and help the YUWA girls reach their potential.”

Last year Lenovo led the ‘Pitch To Her’ campaign, where they called the brightest minds of the country to pitch for the Lenovo – YUWA internship. The mission of the campaign was to empower team YUWA with technological knowledge that will propel them towards a smarter, better world. As a part of the campaign, the girls created a Wikipedia page on Hutup and also learned to code from one of the winners. Lenovo has been associated with YUWA for three years now, upping the game to empower YUWA girls from Hutup each time.

Shubhi Tandon

Shubhi Tandon is the Assistant Editor at Digital Market Asia. Fascinated by the evolving digital media industry, she has focussed on tracking developments in the Asia Pacific market since 2014.
Search