MUMBAI: Yet another season of inspiring young minds has concluded with Sony BBC Earth’s flagship school engagement program, Feel Alive Hours. Over the last three editions, this pioneering initiative travelled to schools across India and rekindled the joy of being closer to nature through positive, insightful stories that made children feel alive. With kids transitioning to e-learning owing to the pandemic, Sony BBC Earth took quick cognisance of the paradigm shift and revamped its program, offering a completely digitalised experience for its fourth edition.
Sony BBC Earth curated a six-month long program for meaningful and consistent engagement by partnering with more than 600 schools across seven cities. With the aim of building an invested community of over 3.5 lakh students, the brand created multiple touchpoints – such as monthly newsletters, Live sessions, exclusive video content and an e-destination in the form of a microsite (sonybbcearth.com/feelalivehours) with curated content on a wide array of topics such as nature, wildlife, adventure, culture, health, fun science, space and much more.
The microsite will remain as a permanent destination for daily exploration and engagement, independent of the school contact program. It has already garnered more than 5.7 lakh footfall in six months with various offerings like fascinating stories, brain teasers, did you know? facts, quizzes, videos, facts and tips about sustainability, DIY tutorials, and more.
By creating avenues for consistent, direct, and two-way interaction, Feel Alive Hours, in its fourth edition helped foster creativity and curiosity while imparting knowledge and co-curricular education. It also helped create meaningful engagement with students at a time where teachers and parents were seeking newer ways to keep students busy, as well as safe at home.
The fourth edition turned out to be a resounding success as all involved were thoroughly invested through the six months of the digital program. The 40 minutes live session received 100 per cent attendance for the entire duration whereas the specially curated video content received over 20K views and the quizzes on the microsite received over 2K participation. Summing it all, with Feel Alive Hours 4.0, Sony BBC Earth was quick to enter the ‘new normal’ through technological adaptations and innovations, increasing the impression by 11X compared to a traditional model.
Sony Pictures Networks India English cluster marketing head Rohan Jain, “Recognising the immediate transition to e-learning this year, Sony BBC Earth was the first to revamp Feel Alive Hours and go digital. We are proud to have continued our efforts of engaging with kids since there is no greater joy than to learn together, inspire each other and have fun while doing so. We managed to keep the students engaged through the six-month-long program as well as infuse creative learning and a positive change of action”.
