Viber’s digital campaign to empower underprivileged girl’s football team

With the entire nation cheering their favourite international football teams during the ongoing World Cup, Viber India gives every Viber user an opportunity to support a unique football team. Founded in 2009, Yuwa is one of the largest girls’ football programs in India, with 250 players. The Yuwa Foundation uses football as a platform to combat child marriage and human trafficking in the poorest of communities in Jharkhand.
With over 19 million users of the internet messaging and VoIP (Voice over Internet Protocol) calling service application, every conversation made through Viber India contributes to the ‘Vibe The Goal’ initiative conceptualized and executed by digital marketing agency, FoxyMoron. The more you converse, the closer we get to the goal of empowering the girl’s football team.
Through the power of the ‘Vibernation’ on Viber’s digital platforms, everyone can empower these Tribal girls to face the challenges of the callous systems against them. Through chatting with friends & family, sharing stickers, creating groups on Viber various monetary levels of contributions will be displayed on a meter on the campaign Microsite – ww.VibeTheGoal.in which is also an aggregator of the support the girls are receiving.
Users, fans and supporters can also directly contribute to the Yuwa Foundation via the microsite. The funds raised will be used to empower the talented girls with world-class football equipment, a learning and excellence center, and their education as well.
Yuwa’s girls have inspired tens of millions of people throughout India and around the world with their achievements. Their inspiring story is encapsulated in a short digital film – http://bit.ly/VibeTheGoalYT which has so far received over 2.9 Lakh views. The ‘Vibe The Goal’ campaign has garnered 18.6 million impressions on Twitter with 24,300 tweets generated in support of the #VibeTheGoal initiative and close to 9.5 Lakh fans have engaged in the #VibeTheGoal conversation on Facebook.
Commenting on the initiative, Anubhav Nayyar, Country Head, Viber India, said: ‘VIBER is proud to partner with YUWA team. Through our association with YUWA we are aiming to generate maximum awareness about the NGO which has championed the social cause of combating issues such as child marriage and human trafficking in India. Everyone can be a part of the conversation on Viber to support the team. Every message exchanged on Viber will go a long way in contributing towards uplifting the social and economic conditions for these girls who have earned great reputation for India at national and international levels.’
Franz Gastler, Founder YUWA India, said: ‘Society teaches girls to fit in. Yuwa coaches girls to stand out. In Jharkhand, 6 in 10 girls drop out of school and become child brides. Yuwa is using football and education to combat child marriage, illiteracy and human trafficking. We are thrilled to join hands with Viber India to build support for Yuwa’s programs and a center of excellence to educate, nourish and sustain the girls of Yuwa. Join the cause, make some noise!’
Akshay Gurnani, Business Head – North, FoxyMoron, said: ‘It is refreshing to see the potential of the digital medium to create funding for talented young athletes who struggle with basic infrastructure and issues with the system they function in. Football has empowered these Jharkand girls to succeed and thrive despite all the hardships they have faced. The ‘Vibe The Goal’ initiative is a small step towards sharing their story and ensuring their talent makes successful appearances at various Football tournaments in India and abroad.’
As a football club, Yuwa is one of the few teaching life skills, with a focus on positive coaching. Yuwa is the only sports for development organization in India with daily practices for all teams. Each Yuwa girl spends an average of 3 hours daily with Yuwa programs, 6 days a week, year round—nearly 1,000 hours each year. On July 13 2013, the 18 tribal girls representing Yuwa India under-14 all-girls team were placed third among 10 teams playing for the Gasteiz Cup in Victoria Gasteiz in Spain. The girls, a majority of whom played outside their village in Ormanjhi for the first time were placed third after two wins, two losses, and one draw against international teams. Earlier during the Donosti Cup, Spain’s biggest football tournament, the girls made it to quarter finals from among 36 international teams.