Naamkaran
(Name Ceremony)

In India, the name-giving ceremony typically occurs on the 21st day of a newborn’s life. I never gave much thought to the reason behind it, until the brief on neo-natal deaths came in, and I connected the dots. More than 6 lakh neo-natal babies die every year in India, babies who don’t survive long enough to even have a name.

A single idea - “Gift a name, gift a life” - won the multi-agency pitch for UNICEF India. The concept, relevant across all religions, castes, and age groups, made the call to action both simple and impactful. It was well-received by donors, with one touching testimonial from an elderly woman who donated generously after receiving the mailer. She only received the direct mailer as her late husband had been a former UNICEF India donor.