New Delhi : Reputed NGO based out of New Delhi, Goonj today unveiled its recent ad film “Contribute, Don’t Discard” designed for their School to School initiative. The campaign is perfectly aligned to Goonj’s key objective of re-positioning cloth and other underutilized material, beyond charity, adding dignity and turning it into a big resource for development. Goonj has achieved notable milestones in helping the less fortunate around the country by mobilizing cloth and repositioning it as an important resource for rural India rather than wastage.
Speaking on the Ad Film, film maker Sandeep Yadav commented, “The film is based on a simple premise and a very common adage, ‘Ask those who have nothing, they will tell you how lucky are you to have what you have’. The film urges people not to throw away used goods but to contribute their used clothes, footwear or any other household items which are in a usable condition to the less fortunate section of the society. The ad film thus carries a strong social message ‘Contribute, Don’t Discard’.
The film portrays a young kid hailing from a very poor and impoverished background stumbling upon a pair of shoes on the streets, as he heads to the playground to play a round of cricket with his friends. The film delves into the excitement and emotions that rushes past the child’s mind as he puts on the pair of shoes and runs to the playground where his friends are playing. The film aptly showcases the kid’s sentiment as he puts on his first ever pair of shoes which he can call his own.
The campaign “Contribute Don’t Discard” is now being actively aired across social media platforms and channels which is a collaborated initiative of Chris Cross Films and Goonj NGO.
source : Lokesh Shastri