CLIENT
Technology & Action for Rural Advancement (TARA) , Development Alternatives

SERVICES
Branding, advertising & collateral

An “incubation engine” of the Development Alternatives Group which provides development solutions in India and elsewhere by creating sustainable livelihoods on a large scale and to thus mobilize widespread action to eradicate poverty and regenerate the environment.

The bilingual logo and campaign was called Literacy to Self Reliance – a means to create sustainable livelihoods empowered women in many different villages. The tone, imagery and execution had different avatars of the women that delivered a powerful message enabling these the rural women to first become literate and ultimately be self-reliant. The women felt a sense of pride being associated with this campaign and the identity moved beyond the role of a mark for recall, and become an active participant in conversations.