Children in India are being encouraged to upload their drawings online to be converted into a one-of-its-kind gallery of digital collectibles to help raise money for some of the six million children out of school in the country.
The #JuniorNFT initiative, organised by Mondelez International chocolate brand Cadbury Gems, involves using children’s art to build Non-Fungible Tokens (NFTS) - collectible pieces of immutable digital artwork - to be offered to potential buyers with funds raised going to Save the Children’s education programmes in India.
In India, the closure of 1.5 million schools due to the pandemic and lockdowns in 2020 and 2021 impacted at least 247 million children enrolled in elementary and secondary schools. In addition, there were over six million girls and boys already out of school even before the COVID-19 crisis began.
The rise of NFTs over the past few years accelerated during the COVID-19 pandemic when people spent more time online. NFTs are part of the explosion of blockchain technology and are essentially unique pieces of data that can be purchased and sold using different cryptocurrencies.
Commenting on the #JuniorNFT campaign, Anil Viswanathan, Vice President - Marketing, Mondelez International India said:
"Digital collectibles and blockchain technology is slowly gathering pace in India and NFTs are an enabler for us to offer an immersive experience to our consumers. With joy and purpose at the heart of everything we do, we will be hosting NFT auctions to raise funds for the education of under-privileged kids around the country. We hope our campaign works as a springboard and inspires consumers to come and support the brand’s first NFT with a cause.”
Full story here