Thursday, 3 September 2020

Have You Pledged to

Have You Pledged to #HelpYourHelp become self-reliant?
Edelweiss Group’s Help Your Help campaign urges people to take the first step towards making their domestic help financially and socially self-reliant

  • Public service campaign aimed at helping the vulnerable domestic help community impacted by COVID-19
  • - Unique digital repository comprising over 20 Government schemes aimed at empowering this community for the long-term
  • An organically driven initiative - Garnered over 3000 pledges and trended #4 on Twitter in Mumbai, drawing whole-hearted support from several top Olympians like Hima Das, Dipa Karmakar, Rani Rampal, Manika Batra and Sukant Kadam and celebrities like Mandira Bedi, Sonu Sood and Cyrus Broacha

Edelweiss Group, one of India’s leading diversified financial services conglomerates, recently announced a public service and awareness initiative, #HelpYourHelp, a platform that helps build awareness and facilitates change for the domestic help community, who have been impacted by Covid-19. Battling loss of income and job insecurity, the pandemic has painfully highlighted their lack of financial preparedness. The Help Your Help platform attempts to educate and encourage individuals to empower this unorganized community over the long-haul, through a digital repository of 20+ Government welfare schemes, across various areas like FinanceHealthWomen and Children. It also simplifies the process for acquiring important Documentation that allows this community to unlock the benefits of these welfare schemes. Kick-started a few weeks ago, this purely organic campaign has witnessed over 3,000 individuals coming forward to pledge their support.

Click here for videos:

As part of the campaign, Edelweiss Group launched a film that takes one through a montage of several instances wherein their domestic help – caregivers, cleaners, security guards, drivers, cooks - have stood by them, being their everyday heroes and life support. The film highlights the fact that while one helps them tide over their daily struggles, they desperately need long-term financial security. The video garnered a tremendously positive response and was extensively shared across platforms.
To heighten awareness around the campaign, Edelweiss Group encouraged their Twitter followers to show their appreciation for their help with the hashtags #ThankYourHelp and #HelpYourHelp. Personal experiences shared by enthusiastic followers aided in breaking through the clutter with both hashtags trending in 6 cities across India.
Commenting on the thought behind the campaign, Shabnam Panjwani, Group Head – Marketing & Communications, Edelweiss Group said, Rising to the needs of the community we operate in and giving back in a meaningful way has been a constant endeavor at Edelweiss.  Moving beyond the  simpler ‘feel good’ & ‘look good’ area, we have attempted to take this initiative into the ‘act good’ space via, enabling all of us to finally walk the talk. It is our hope that if every individual steps up to help this community of helpers in their own lives, it will encourage them to chase their dreams and empower them to truly #BeUnlimited.”

The platform can be accessed on www.helpyourhelp and also facilitates on-ground support in association with Haqdarshak, a social enterprise working with communities, providing access to welfare schemes that help in their well-being and long-term stability.

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