You Read, They Learn

This case study outlines how Lowe Lintas and Hindustan Times launched a campaign to help tackle the problem of low levels of child literacy in India. They turned and edition of the second biggest selling English daily newspaper into a printed text book that people could cut out and give to a poor child who wouldn't otherwise have access to text books. In addition, for each copy sold a donation was made to help fund poor children to attend school.

Link: http://www.loweadventa.ru/worldwide/work/you-read-they-learn