JSW
"ROOF TO DREAM"
Brief
To execute a CSR campaign that addressed critical infrastructure gaps in schools by replacing unsafe, dilapidated roofs with durable, steel-coated JSW roofs.
Insight
Millions of children in India are at risk of dropping out due to unsafe and inadequate school infrastructure. Creating safe classrooms was key to ensuring uninterrupted education and building community trust.
Idea/Execution
The ‘Roof to Dream’ campaign transformed schools by installing weather-resistant, sustainable JSW steel roofs in areas where children were most vulnerable. Over 150 schools were identified through extensive ground research, prioritising those with severe roof damage. Despite logistical challenges in remote locations, we leveraged JSW’s strong supply chain and employee volunteers to ensure timely delivery and installation. Community events were organised at revamped schools, with parents, teachers, local influencers, and opinion leaders in attendance, reinforcing the message that education is a right and infrastructure should never be a barrier.
Impact
- Over 20,000+ children across 150+ schools benefited from safe and secure classrooms
- Significantly improved school attendance and new admissions in impacted regions
- Built trust within local communities and fostered re-enrollment of children in schools
- Strengthened JSW Steel’s position as a socially responsible brand committed to nation-building
- Widespread coverage across major news platforms and extensive social media engagement
CSR, rural, school, steel, national, large scale
