A QUICK OVERVIEW

Shedding light on key

rules of engagement
which made IlmPossible
possible

ILMPOSSIBLE

Simplifying the (Usual) Brief:

Extracting the gist from the brief to create a single
minded approach which would result in the spine/
purpose of the campaign/initiative





To advocate and create awareness of article 25 A
which is for the State to provide compulsory and free
primary and secondary education to all children aged
5-16

MAKE IT SIMPLE

Naming the Initiative

Taking from the word Impossible which in itself says
IM POSSIBLE, the name highlights the passion and
energy, to make the spread of education possible in
Pakistan.

MAKE IT SIMPLE

The Cause
Organizing the initiative and breaking it into three
simple steps

MAKE IT SIMPLE

Giving them a higher purpose

Make them feel responsible and get them act

Educated ones are more accountable towards the
progression of literacy in our country

A single click means more than a click

TOUCH THE HEART STRINGS

Giving them a higher purpose

TOUCH THE HEART STRINGS

Mobile

Spread the word

People whod agree to the cause was asked to
share the video to spread the word on social media
and further take Oath and opt for Ilmbassadors
application

MAKE IT ACTIONABLE

Making ILMBASSADORS

MAKE IT ACTIONABLE

Subjective to Objective
Exploiting each TouchPoint

Tasks Uploaded on Facebook

Presentation and Tool Kits uploaded

Tweet Sent

SMS Sent

Posters Uploaded

MAKE IT ACTIONABLE

Introducing Short Deadlines

People would get involved in something
happening now, not in a stale cause which would
be concluded after a year or so

Weekly tasks were introduced in order to
achieve quick actions

GIVE DEADLINES BUT MAKE

IT A JOURNEY

Unfolding Story

TASK 1: Start with

the easy one

GIVE DEADLINES BUT MAKE

IT A JOURNEY

Unfolding

Story
Task 2: Making it
relevant to Social Culture

GIVE DEADLINES BUT MAKE

IT A JOURNEY

Unfolding
Story


Task 3: Using Ilmbassadors
aggregate content which
would further endorse the
reason for the cause

GIVE DEADLINES BUT MAKE

IT A JOURNEY

Unfolding Story
Task 4: Value them by
taking their opinion

GIVE DEADLINES BUT MAKE

IT A JOURNEY

To Create
Authorize the Community and trust them to recreate content
which would result in User Generated Content



Provided the community with creative assets of the initiative
and let them create and share things- blogs, posters, caps and TShirts were being designed by the Users

COLLABORATE

To Create

COLLABORATE

To Facilitate
Direction was being given to
every ilmbassador to complete
the tasks and spread the word,
in the form of:



Presentations

Tools Kilts

Quick Tips

COLLABORATE

Bridge the Connecting for ON & OFF

Our offline life can easily be judged by our
online world

Content from Meetups and tasks to be shared
by Ilmbassadors on branded platforms

PULL OFFLINE AND ONLINE

:MAKE IT SIMPLE
:TOUCH THE HEARTSTRINGS
:MAKE IT ACTIONABLE
:GIVE DEADLINES
:COLLABORATE
:PULL OFFLINE ONLINE