OLX.in\'s Initiative \'Every Mother Counts\' bags the Public Relations Abby Award at Goafest 2014 for Value 360 Communications

Value 360 Communications, a Public Relations Consultancy, has been felicitated with the Public Relations Abby Award for OLX.in’s 2013 Mother’s Day initiative, ‘Every Mother Counts’. The multi-media integrated initiative was conceived and implemented by various partners of OLX.in, India’s number one marketplace, with Value 360 Communications driving the PR strategy and dissemination as the company’s communication partner.

‘Every Mother Counts’ was aimed at creating awareness about the value of used goods, and became highly successful because of its strong underlying social message. The goods collected as part of the initiative were  gifted to underprivileged mothers at an event graced by veteran actor Sharmila Tagore.

The Bronze metal at Goafest 2014 recognised the tremendous response the initiative received across digital, print, and electronic media in effectively reaching out to the economically underprivileged sections of society. It was presented on the third and final day of the Goafest 2014 - held from 29^th-31^st May, 2014 - at The Grand Hyatt, Bambolim, North Goa.

 The initiative spun around the idea of celebrating motherhood among those who are often neglected in society, and resonated strongly with people from different parts of the country.  ‘Every Mother Counts’ asked donors to give away goods that they do not use  to designated collection centres set up  at public places in the four cities of Delhi, Mumbai, Kolkata, and Bangalore.

Amarjit Batra, CEO, OLX.in  said, ‘“Every Mother Counts’ has been a path breaking initiative for us in terms of its reach and desired impact. Around 600 donors participated in the initiative with 3,000 gifts, which were then distributed among slum children in 40 slum areas in these cities. The gifts were received by several underprivileged mothers that made them feel cherished and honoured through this gesture. We were extremely pleased with the heartwarming response the initiative received. ‘Every Mother Counts’ was led by Value 360 Communications on the PR front and it succinctly and convincingly spread the message of how surplus goods can come to better use when  they reach the right hands.”

Acknowledging this honour, a visibly proud Kunal Kishore Sinha, Founder-Director, Value 360 Communications, said, “When we were brainstorming to conceptualise this winning initiative, our intention was to clearly inspire mass consciousness. We were committed in ensuring maximum voluntary participation from donors while staying true to our client OLX.in’s motive of putting second hand goods to meaningful use. ’Every Mother Counts’ seamlessly translated this idea into a thought-provoking and touching initiative which scored on all fronts- garnering mass appeal, awakening public consciousness towards a significant but overlooked section of society as well as creating a distinct buzz in the media.”

“As a communications partner to top notch brands, we look forward to contributing with such value-based initiatives that help them break out of the clutter and foster their unique market identity. Incisive, intrusive and persuasive ideas will always strike a chord with a clearly-defined target audience and that is what we bring to the table,” he added.