The Support My School Campaign (SMS), a unique corporate initiative to create a happy and healthy learning environment in schools across India by providing basic amenities has started its second innings.
Season two of the joint initiative of Coca-Cola and NDTV was kicked off at a special event here Wednesday by Bollywood star Anil Kapoor, Coca-Cola India CEO Atul Singh and NDTV Group CEO Vikram Chandra.
Madhav Misra, co-chair, San Francisco Bangalore Sister City Initiative, read San Francisco Mayor Edwin M. Lee’s message at the function, which also saw the launch of NDTV in the United States.
The second innings of SMS, which has already touched the lives of over 43,000 students in 100 schools in 10 Indian states, aims to target over 250 schools across India with funds that will be generated globally, a Coca-Cola media release said.
The Coca-Cola Foundation has already committed $500,000, which will be matched by new campaign partners World Vision India and Plan International taking total funding yet raised for season 2 to $1 million.
These funds will help revitalise 100 schools across the country. The target is to raise at least $3 million globally culminating in a telethon later this year.
As a special gesture, to inspire a new generation of entrepreneurs and executives from rural and semi-urban India, a revitalised school in name of each of the Silicon Valley luminaries present will be dedicated as part of season 2.
In a message, campaign ambassador master blaster Sachin Tendulkar said: “It is heartening to see the abundance of support we have received from all over the country. I hope to see their continued and dedicated support to further our endeavour of reaching a double century of schools this time around.”
“We would like to take this movement to the next level with Silicon Valley and Non Resident Indians playing an important part in its building awareness and fundraising,” said Atul Singh.
Anil Kapoor congratulated “Coca-Cola and NDTV and all their campaign partners for working at this noble cause”.
The campaign has UNhabitat, Worldvision India, Plan International, Charities Aid Foundation, Global Water Challenge, Pearson foundation and Tata Teleservices as strategic partners.