Dixan Goes to School s a contest launched by Henkel in 2001, and since then it has involved more than 500 Italian schools. The contest challenges elementary, middle and high school students to express themselves through projects on the theme of social and environmental sustainability.
To celebrate its first 10 years in 2010, the initiative was supported by an unusual communication operation, aimed at letting people get to know the beneficiaries of the funds raised by Henkel over the years through the contest: the students of the school of Dhupguri in West Bengal, India. The contribution, through Onlus Albero della Vita, enabled the creation of an educational facility that has become an important reference point for the children of one of India’s poorest regions, providing not only instruction, but food and medical assistance to approximately 1,000 students.
Lead organized a press lunch with 20 journalists from the most important consumer publications along with the Henkel management team and Albero della Vita. Guests were shown a video conceived and realized for the occasion by Lead, which sent a crew of two to West Bengal to document the lives of the students and the activities of the school. The emotionally high-impact film evidently moved the journalists, for it obtained significant space in their publications.
In 2013 the evolution of the project involved Lead once again: an exhibition to celebrate the 13th anniversary of the contest. Lead chose the Leonardo da Vinci Science and Technology Museum in Milan as the location, organizing an open day of presentations for journalists and bloggers in the education sector and summing up the important results achieved over the 3 previous years by the Dhupguri school, which saw its first students graduate.
This operation also received media attention, calling it the “miracle in West Bengal”.