The Akshaya Patra Foundation is the biggest implementation partner for mid-day meal programmes in India. Mid-day meals incentivizes children across India to come to school to eat one nutritious meal in a day. TAPF aims to end classroom hunger, thereby bringing in more students into the schools.


We designed a landing page for our campaign Project 750. This landing page was used for the digital media run – to enable users to make their donations fast. The design was happy and playful on purpose – to steer clear of the dreadful sad imagery associated with donations. The strategy was to show users empowered children and what they were capable of. This drives a positive reinforcement into the users to donate generously.

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