Mumbai: Under its latest campaign #HerCourageLessons, MySchoolReviews.com – a school listing and reviewing start-up, has released 26 Letters of Courage. The campaign has been conceptualised and executed by Isobar India, the digital agency from Dentsu Aegis Network India.
The Letters are available in the form of a deck of cards. One can give a missed call on 95121 04443 to get the cards on WhatsApp, and they can also be downloaded from the campaign website www.hercouragelessons.com. The deck of 26 cards will also be sent to parents of young daughters through direct mail.
Every Letter of Courage card is a beautiful visual of a courageous little girl, and depicts how certain actions, activities or words have a profound impact on her childhood.
Sharing his thoughts on the Letters of Courage, Lalit Mehra, Co-Founder and Managing Partner of MySchoolReviews.com said, “While our films grabbed people’s attention and made parents realise the issue of fear parenting, we did not want to stop there. We wanted a way to actually help people take a step towards transforming their parenting skills. Every card has one word with one easy-to-say yet powerful statement – a simple way for parents to become courage trainers for their daughters.”
Prof. Dr. Aruna Broota, renowned psychologist and parenting expert, shared her views on the Letters of Courage, “These Letters will keep the parents very focused and they can pinpoint that, okay here is where I need to change, here is that I need to share a new input.”
Commenting on the campaign, Vibhor Yadav, Creative Director, Isobar India states, “After seeing #HerCourageLessons, every parent will go back on every word they said to their daughter in the day. We are asking the parents to put courage over fear and offering them a new vocabulary of courage. The 26 Letters of Courage comprises beautifully designed visuals that narrate fearless tales in a very artistic yet simple manner, to help parents raise their girls with courage. The entire campaign intends to bring a behavioural change, one letter at a time, and one generation at a time.”
In addition, MySchoolReviews.com has specially created an Amazon Alexa skill that would allow parents to check whether they are fear training or courage training their daughters. One has to simply add the skill ‘Her Courage Lessons’ on the Amazon Alexa app and invoke it by saying “Alexa, open her courage lessons”/ “Alexa, start her courage lessons”/ “Alexa, launch her courage lessons”.