In support of the Government´s Sarva Shiksha Abhiyan, a programme that aims to increase enrolment, retention, achievement and completion rates in elementary education, with a special focus on girls and children from socially disadvantaged groups, we signed a memorandum of understanding with the UNICEF to raise funds for this initiative. Oxford Bookstores in the major metros across the country set in motion a fund–raising drive. The bookstores encouraged their customers to support every child´s right to education by opting to donate just Rs.10 every time they made a purchase. The floor staff of Oxford Bookstores were trained by UNICEF representatives on how to drive this opt-in successfully. The programme ran for a period of 7 months and we are proud to have raised money as also increase our learnings essential for better execution of these channels of community involvement.