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RED RICKSHAW REVOLUTION: EPIC JOURNEY

 

The Red Rickshaw Revolution is a unique campaign to celebrate achievements of ordinary women doing extraordinary things across India. On 9th March 2013, Laura Turkington, Country Director, Vodafone Foundation, Carina Deegan, Foundation support and Sunita Chaudhary, first female auto rickshaw driver in Delhi NCR embarked on a 10 day rickshaw journey from Delhi to Mumbai. The journey saw these three women drivers cross 5 states, clocking up more than 1800 km, and experiencing the desert, jungle, the coast as well as vast rural hinterland of India. Along the route, they met and interviewed many inspirational women in the remotest villages of India, who have done extraordinary things, and made a real difference to people’s lives.  From a young student activist who wants to ensure everyone in her village has access to toilet by 2014, a 65 year old fearless village councillor who teaches ICT in her community and actively fights corruption to a former journalist who has successfully campaigned for the identity of 60,000 nomadic tribes people in Gujarat.

 

The entire expedition along with inspirational stories of these women were shared real-time on the website- www.redrickshaw.in. Within 10 days, the RRR created a big noise generating a strong level of awareness across the country on women related issues featuring on all media channels along with an active social media campaign. Indian celebrities such as Gul Panag supported the cause and rode the Red Rickshaw as well. The Red Rickshaw Revolution ended with a grand finale event in Mumbai attended by Cherie Blair, Andrew Dunnett, Director, Vodafone Foundation, and Tina Southall, Head of Diversity and Elizabeth FIlkin, both trustees of the Vodafone Foundation.

 

 At the same time, the campaign helped raise crucial funding for three NGO’s- Apne Aap Women’s Collective, Breakthrough and Corp India, all working towards women empowerment.  Over £50,000 has been raised to date with the fundraising open until the 25th March. Donations can still be made online at www.redrickshaw.in

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

As a build up to the campaign, one inspirational story of a woman was featured on the website every day. During the ten day journey, live updates of three women along the route were featured on the website. These inspirational stories along with other user generated content were being featured across a variety of social media channels such as Facebook, Twitter and You Tube, all of which partnered to help support the campaign. (https://twitter.com/Redrickshaw2013 and  http://www.facebook.com/RedRickshawRevolution)

 

 

 

 

About Vodafone Foundation

 

Vodafone Foundation in India is combining skills, resources and funding to build a brighter future for people who are currently unable to fulfill their potential. We recognize the power of mobile technology to address some of India’s most pressing challenges and are using it to encourage innovation, share knowledge and improve lives. We focus our work on areas of greatest need and at scale. We seek to empower women so that they can compete on an equal footing, to reach rural areas and support the people living there, and to provide new opportunities for education.