Agewell's Winter Campaign - A Case Study

“Spread the Warmth” Campaign (2011-2012)

Agewell Foundation have been initiating special campaign “Spread the Warmth” during winters for last couple of years among destitute and elderly people to protect them from chilling cold and save their life.

Last year (2010-2011) Agewell Foundation collected over 100000 pieces of woolens and over 30000 elderly and needy people benefitted through this initiative across Delhi - NCR. Last year campaign was flagged off by Honorable Chief Minister of Delhi, Smt. Sheila Dikshit and supported by M3M India Ltd, India Habitat Center, etc.

This year’s campaign “Spread the Warmth” to collect old woolens, wherein we put up collection points across Delhi-NCR at leading clubs, like India Habitat Centre, Delhi Golf Club, etc., leading Malls, Showrooms of leading brands like Lilliput Kids, MB Footwears, prominent schools, Max Hospitals, etc. was started in the first week of December 2011.

Poster of the campaign at collection points at various locations

Major Collaborators

Delhi Golf Club   India Habitat Centre   Delhi Police   The Hindustan Times   Creatigies   Max India Foundation   Lilliput Kids   MB Footwear   Galaxy Toyota

For this year’s campaign, the Hindustan Times Group has been participating and releasing advertisements for collection of old woolens regularly. Like previous year, Galaxy Toyota has once again supported Collection / Distribution of woolens among destitute and elderly.

Advertisements released during the campaign
a.       Hindustan Times  21st and 23rd Nov. 2011, 20th and 22nd Dec. 2011
b.      Hindustan Hindi – 15 and 16th Dec. 2011
c.       Mint – 16th December 2011

Agewell Foundation has collected over 175000 pieces of woolens so far for distribution amongst the poor and elderly people. This year’s distribution drive was flagged off by Commissioner of Police, Shri B K Gupta on 17th December 2011 from Delhi Police Headquarters.

Flag off by Commissioner of Police, Delhi, Shri B K Gupta

Distribution of woolens among destitute

Over 80000 destitute and elderly people across Delhi - NCR have already been helped in protecting themselves from the biting cold. In addition to distribution of woolens among elderly people, Agewell Foundation has also distributed woolens to destitute and poor living in slums.

“It was very difficult for me to deal with bone-chilling cold, as I could not afford adequate woolens to protect my family from cold. Now with these woolens, we too can enjoy warmth during this winter. Thanks to Agewell for such kind of timely help.”

-         Ramsurat, Madanpur Khadar, Delhi

What Media Says about Agewell Initiatives 

- Agewell Foundation

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