Second Life '26

Design the campaign that gives forgotten electronics a second life.

Registration closed

31 Jul 2026

Team size

Individual

Mode

Online

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Role: Social Awareness Campaign Manager
Format: Evaluation only
Deadline: Closed 31 Jul 2026

Overview

Almost every one of us has a forgotten electronic device lying somewhere at home. A phone that stopped working. An old charger. A pair of earphones. A laptop that was replaced years ago. We don't throw them away. We don't recycle them either. We simply keep them because "I might need it someday." That small habit, repeated across millions of homes, has quietly become one of India's biggest sustainability challenges. The problem isn't that people don't care. The problem is that they don't act. They don't know where to recycle. They aren't sure whom to trust. Or they keep postponing the decision until the device is forgotten forever. This challenge puts you in the role of a Social Awareness Campaign Manager. Your mission isn't to create beautiful posters or viral reels. Your mission is to create a campaign that changes behaviour. A campaign that makes someone stop scrolling, open a drawer, pick up an old device, and finally give it a second life through responsible recycling. Think beyond likes and views. Think about conversations. Think about communities. Think about the one small action that could inspire thousands of others. Because the best campaigns don't just spread awareness. They inspire people to act.

Problem statement

Millions of unused electronic devices remain forgotten inside homes because people don't know where to recycle them, don't trust the process, or simply keep postponing the decision.

Your challenge is to design a launch-ready public awareness campaign that inspires people to recycle their forgotten electronics through authorised channels.

Although your campaign may focus on mobile phones, it should be built around an idea that can naturally extend to laptops, chargers, batteries, earphones, tablets, power banks, and other small electronic devices.

Answer These Three Things

Would your campaign genuinely stop someone from scrolling and make them care?
Does your campaign inspire one clear action instead of simply raising awareness?
Could a government body, NGO, CSR initiative, or sustainability brand launch your campaign tomorrow without major changes?

What To Build Campaign Strategy : Create a campaign identity with a memorable name, audience, human insight, key message, emotional hook, and one clear call-to-action.

Campaign Rollout : Plan a 3-week campaign journey showing how awareness turns into participation across your chosen platforms.

Campaign Assets : Design 5 finished campaign creatives and produce 2 original campaign videos (mandatory) ready for publishing.

Community Activation & Impact : Design one real-world activation or partnership and define how you'll measure the campaign using meaningful KPIs.

One Sentence Complete this statement: "The moment in my campaign that gives a forgotten device its second life is..."

Deliverables

Campaign Strategy Document
3-Week Campaign Rollout Plan
5 Finished Campaign Creatives
2 Original Campaign Videos (Mandatory)
Community Activation & Impact Plan
Thought Process Sheet

Evaluation criteria

30% Campaign Idea & Human Insight
25% Creative Assets & Videos
20% Campaign Strategy
15% Storytelling & Communication
10% Impact & Practicality

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