The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2017 One Show - Radio

Candy Class

Agency Grey India / Gurgaon

Client Radio City 91.1 FM
BACK TO RESULTS

Annual ID

OS_RA17011B

About the Work

A vast majority of radio listeners in India belong to economically weaker sections that cannot afford an English medium education for their children. Knowing basic spoken English is an economic enabler as it gives these kids access to better jobs, and possibly, a future outside the slums. Enter Radio City 91.1 FM's ‘CANDY CLASS’. An innovative and open-learning platform that combines the appeal of candy sellers and the reach of radio. For this, Radio City partnered with candy sellers, a natural draw for kids in slums, to teach spoken English to slum kids. Incentivising them to park their cycles in these localities every week, Radio City equipped them with FM receivers and aired specially designed 10-minute lessons on spoken English. Every kid who sat through a lesson received free candy. With the unprecedented success of phase one, Candy Class is now set to enrol millions of children across the country.