This Independence Day, Pocket Aces has partnered with Robin Hood Army (RHA), a volunteer organization, for the campaign #MissionMillion2018. In this campaign, RHA volunteers will serve meals to one million Indians, and use technology to mobilize members who can in turn reach out to their leaders to actualize a hunger-free India.
“We are thrilled to partner with Robin Hood Army for this ambitious initiative of feeding 1 million less fortunate people this Independence Day,” says Aditi Shrivastava, co-founder Pocket Aces. “As a media company, we reach more than 50 million people every week with our content, and this gives us immense power to influence how people think and act. We’re committed to leveraging this power responsibly by spreading the word for #MissionMillion2018, and hope that it translates into true impact on the ground.”
The mission will be executed in four parts:
- 16,000+ “Robins” across 60 Indian towns and cities will manage field operations and serve meals to one million less fortunate citizens this 15th August. These meals will be served to orphanages, old-age homes, homeless people, and ailing patients across the country.
- Through its brand FilterCopy (~7 Million followers across social media platforms), Pocket Aces has created a viral video that will drive awareness about India’s hunger problem (190 million hungry people). The video, in under 4 hours of release, broke the internet with 700k views across YouTube and Facebook and 7k shares on Facebook. The video aims to mobilize citizens to appeal to leaders across different fields to recognize and act on the hunger issue. You can watch the video here.
- The RHA team has created a tech platform (robinhoodarmy.com/missionmillion2018) through which millions of viewers of the video can personally engage with a finite set of leaders and request them to realize and take a stand against hunger in the country. The leaders comprise 20 Culturemakers (Actors, Sportspersons and Comedians) and 18 Changemakers (Politicians and Industrialists) – hence the name #MissionMillion2018.
- RHA has partnered at a local level with radio stations, billboard companies, media houses, and digital groups to mobilize local communities and spread awareness of the campaign all the way through to Independence Day. In keeping with the RHA’s guiding principle, no funds will be raised for the mission – people who wish to contribute can simply share the video, tweet to the leaders, or join the mass food distribution on 15th August.
“The biggest act of freedom is serving one’s countrymen. #Mission1Million is an example of what can be achieved when the private sector and civil society work together with the best interest of the local communities at heart, The hope is to create a nation where each citizen has the basic opportunity to have three square meals a day – we know this journey is just getting started.” says Aarushi Batra, co-founder Robin Hood Army.