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During the pandemic break out in 2020, thousands of people, especially from the economically challenged strata found themselves struggling for livelihood.
In an effort to support our domestic service providers, Citi ran a national campaign, You Nominate, We Donate' for six weeks starting in May 2020 to get their employees to nominate people to receive food supplies.
After this internal communications campaign, over 26,000 families nationwide received rations for one month, amounting to a total of 8 million meals.
Debasis Ghosh, cluster head, global public affairs, Citi South Asia speaks to PRmoment India about the learnings from this large scale campaign, the different communication strategies employed and how the strengths of the banking system enabled them to reach verified beneficiaries using multiple languages.