High in their spirits fumed with fervour and focused on their goals, quite literally. Tricking the balls through their feet, these young tribal girls from Jharkhand played for their dreams, putting failure to shame. These students of a non-profit school YUWA were supported by Lenovo India by putting forth their journey through a series of films to build awareness and raise funds for these #GirlsWithGoals.
Girls chasing the goals
Every once upon a time, does not necessarily have to be a happy ending, but in this case it’s neither a sad one. A heart-wrenching expedition of young girls with big dreams and bigger dedication towards their devotion for football, Lenovo through their digital platform decides to share this story.
Fierce perseverance to reach their goals is what knitted this team together with the motive to grab that cup of the Donosti tournament in Spain. Donosti Cup is known to be the biggest youth football tournament in the world, fought by teams of 25 countries.
Bollywood actor Ranbir Kapoor, who is not only an ardent football fan, but also, happens to be the brand ambassador of Lenovo India and to further empower the strength of these young girls, he actively came on board with YUWA’s race to the tournament and the campaign #GirlsWithGoals.
Tracing the journey
On the digital platform, the journey was captured through documented videos to engage viewers with this exhilarating and worthy of telling story. The first video is centered on a candid conversation between Kapoor and the girls about everything from YUWA to football to their inspiration and hurdles.
The girls gave us bits and pieces about their life and how qualification into the tournament might just change their life for good and build their dreams, brick by brick.
Digitally narrating this inspirational story had a purpose behind it, the campaign hoped to raise awareness about YUWA and eventually raise funds for their dream school in Hutup, a small town in Jharkhand. Initiating their online campaign with #KickForBrick, an idea with the optimism to add bricks to their new school where people were asked to kick a ball and share it on social media and then nominate their friends to build the chain.
Digital storytelling was the highlight of this campaign, as Lenovo took us through their entire journey from Jharkhand to Spain. The brand dedicated an entire microsite to funnel all the details about #GirlsWithGoals, giving viewers a deeper insight.
Documenting this campaign had its own perks and drawbacks, firstly though the campaign was kick-started it did not follow a particular script but was shot in real time with no definite direction which also intrigued the viewers who were following, keeping up the curiosity levels high about the matches. It took an interesting turn, when Lenovo decided to leverage the Facebook Live feature by showcasing the YUWA matches live.
Along with the usual Facebook and Twitter mix, YUWA also was active on the transient video sharing app Snapchat, which already established itself. Though the girls couldn’t grab the cup, their struggle and efforts put together was appreciated and documented.
Wrap up
Back in 2015, Lenovo rolled out a campaign Pitch To Her, where they called out to bright minds of the country to pitch for YUWA-Lenovo internship. Lenovo and YUWA association has been three years old and they continue to do so.
The entire Lenovo India page of Facebook was sincerely committed to #GirlsWithGoals, giving insights about the entire campaign and Lenovo’s initiative. Though, the campaign is not directly related to the nature of the brand, but, it sympathizing with YUWA, Lenovo is doing its bit to encourage talent in the society and putting them out in the world for additional help.
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