bKash
Stipend Campaign
BACKGROUND
In 2024, Bangladesh’s primary school dropout rate reached a 14-year high. Although families were aware of support systems like the bKash Stipend, awareness alone did not drive change. To make the message more impactful, we amplified the voices of former dropouts, whose lived experiences brought authenticity and emotional resonance.
OBJECTIVE
To go beyond awareness of the bKash Stipend and create real emotional impact. To inspire parents and students to value continued education through authentic storytelling that drives engagement and reflection.
Idea
From Dropouts to Advocates. We turned 8 former school dropouts into storytellers, using their lived experiences to inspire students to stay in school and highlight the value of education support through bKash Stipend.
EXECUTION
We identified 8 content creators who had dropped out of school due to real-life challenges. Instead of conventional influencer content, we brought them back to their local primary schools, not as celebrities, but as students reconnecting with their roots. Their presence created genuine emotional interaction. Students engaged with them naturally, sharing stories, playing, and opening up conversations. Teachers also joined in. Within these interactions, personal regrets and emotional truths surfaced, alongside messages of hope and the importance of education. The role of the bKash stipend in supporting families was naturally integrated into these conversations. The narrative expanded further when singer Khairul Bashar created a song inspired by the story, followed by hundreds of TikTok creators who recreated and amplified the message across platforms. What started as personal stories of dropout evolved into a collective story of possibility.
RESULT
- 8.32M+ total views
- 95K+ total engagements
- Strong organic amplification across TikTok and social platforms
- High comment-section sentiment reflecting emotional resonance
- Widespread creator participation and content adaptation