“Education is an entitlement for all and we at ITA firmly believe in helping each child read and grow” – Chalo Parho Barho
World over the holy month of Ramadan signifies the act of compassion and serving under privileged people through numerous causes. At the Idara-e-Taleem-O-Aagahi (ITA), where we firmly believe that education is a right for all, this Ramadan saw our organization initiating the “Chalo Parho Barho” campaign.
The Idara-e-Taleem-O-Aagahi (ITA) was registered as a trust in 2000 and since then has participated annually in the Annual Status of Education Report (ASER), an initiative of the South Asia Forum for Education Development (SAFED). Pakistan is one of the major participant’s of SAFED.
Through ASER, surveys are conducted to gauge children’s reading and learning levels and one of the major initiative’s of ASER in the “Chalo Parho Barho” campaign which is a movement for and by all citizens to improve the learning levels of children aged 4-12 years old. Under this programme, it is aimed that 150,000 children will be targeted per district across Public and Private Schools till 2015.
In order to spread word of this cause in the port city of Karachi, ITA approached numerous organizations. Amongst all the reputed organizations, Tapal stepped forward for this cause at the earliest.
ITA and Tapal Group collaborated to market the campaign of “Chalo Parho Barho” by displaying standees of the campaign at Tapal’s brand franchise Nando’s (a very popular eating joint for the young and old). The goal of ITA and Tapal was to ensure that maximum coverage be given to this noble campaign through the information displayed at all the branches of this popular restaurant.
Apart from Nando’s, another major name in the restaurant sector that was approached for this campaign was Bar-B-Q Tonight, Karachi. Established since 1988, this restaurant boasts of a large patronage of clients from all walks of life. Mr. Tahir Ahmad, the Head was approached for this cause and he readily agreed to display the standee of this campaign at the main entrance of the restaurant. He also added that the standee can be displayed at the restaurant for a month or so and moving ahead other marketing initiatives can be done.